Consumers process information from the stimulus they receive in various forms. This processing helps to buy products of their need and liking. The 5 major ways they use for information derived from their environment. These are:
Information processing is not the end result but a process which is followed by the consumers. The basic components of information processing is shown in a framework. The basic components can be arranged into 4 groupings or the 4S:
Executive System which regulates the type and intensity of processing activities
The figure shows the consumer characteristics and stimulant characteristics which regulates the type and intensity of processing stimulation are units of energy such as light and sound that excite our sensory receptors.
The acquisition process has the elements shown under it. The sensation may be thought as electric impulse the perceptual coding is done in the mind to the prospects in the forms of symbols, words or images.
All the information gathered is integrated or put together to get the outcome. The outcome may be to purchase, or to postpone the purchase for the time being, or to purchase and experience the product and decide to switch to other brand in the future. The information processed by the stimuli, acquisition, sensation and by encoding goes to the memory which provides a feed able to acquisition, perceptual encoding and to integration of all information.
Information processing is strongly influenced by consumer characteristics. These can be consumer’s motives and involvement.
Information processing activities do not act independently of each other. Each activity needs to be coordinated and integrated. The vast majority of information processing activities are internal to the consumer therefore they cannot be observed. What can be observed is the number of stores visited and the brands purchased.
Situational characteristics play an important role. It can be information overload or may provide very little information.
Types of Learned Behavior
Almost all types of behavior we exhibit has been learned.
(1) Physical behavior. The way we walk and talk and conduct ourselves and interact with others. Some adopt the behavior of celebrities, film stars and is termed modeling.
(2) Symbolic learning and problem solving. Symbols convey meanings. Symbols and brand names communicate. These are Kodak, Mac Donald's, Deltas etc. Problem solving also by thinking and insight. Thinking involves mental manipulation of symbols to form various combinations and meanings. This leads to insight which is the new understanding of relationship involved in the problem. These factors allow consumers to mentally evaluate the product without purchasing them. A person may evaluate a burglar alarm for car. They realize that at home it is parked in a locked garage and in the office in a secured parking. Hence, the burglar alarm is not required and postpones his decision of buying.
(3) Affective learning. This comes by experience and by using the products. One learns about the product and this goes into his memory.
The elements of learning
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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