UDAYAN DAVID ANTONY RAJ RAJAMUTHUKARPAGAM. AROUSAL OF MOTIVES Cognitive. SELF IMAGE Ideal self...
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Transcript of UDAYAN DAVID ANTONY RAJ RAJAMUTHUKARPAGAM. AROUSAL OF MOTIVES Cognitive. SELF IMAGE Ideal self...
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CONSUMER BEHAVIOUR
IDBIUDAYAN
DAVID ANTONY RAJRAJAMUTHUKARPAGAM
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AROUSAL OF MOTIVES Cognitive.
SELF IMAGE Ideal self image.
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UNCONDITIONAL STIMULUS:◦ Banking for all (now), Not just for big boys
CONDITIONAL STIMULUS:◦ IDBI Bank
CONDITIONAL RESPONSE◦ To create awareness about IDBI
CLASSICAL CONDITIONING
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To open the minds of consumers towards Idbi.
Getting known about the new product.
Positive Reinforcement.
CUES, RESPONSE AND REINFORCEMENT
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As IDBI is in banking sector it comes under the selling concept.
ISOLATION
SELLING CONCEPT
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EXPOSURE----Moderate ATTENTION---High
INTERPRETATION---High
MEMORY-------Long term memory
PURCHASE AND CONSUMPTION BEHAVIOUR: Go for the product
CONSUMER PERCEPTION
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MAINTANENCE REHEARSAL(REPITITION)
Stimulus is repeated again and again with the attributes added to it .
This transfers the stimulus into the long term memory so making the prospects educated about the brand.
Memory- Long-term memory
MEMORY
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SEMANTIC MEMORY: Is the basic knowledge and feeling an
individual has about a product and here consumers remember Idbi bank is now open to all.
LONG TERM MEMORY
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TELEVISION ADS ADS IN ECONOMIC TIMES
COMMUNICATION MEDIA
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REFERENCE GROUP Comparative Group as neighbor, affluent or educated friend
will be influencing as in choosing the product. Membership
Aspirative Reference Group: Customers are longing to join the particular group.
Types of contact
Primary Group: As it is related to finance customers trust only the people who have frequent contact with them.
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METAPHOR ANALYSIS
Most of visuals and limited verbalize as visual communication is most powerful.
MOTIVATION: Moderate
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Inner directedness.
Optimum Stimulation Level-High
SOCIAL CHARACTER
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Cognitive component: customer believes IDBI as a
reputed bank and information is passed that is open to all now.
Need for cognition: High As customers after
hearing IDBI is open to all crave information about the product.
STRUCTURAL MODELS OF ATTITUDES
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Is high towards banking It is brought down from this stimulus.
DOGMATISM
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RELATIVE ADVANTAGE Brand Image, catering to all segments & enters into long term memory.
COMPATIBILITY
Customer needs quality service at affordable cost which is now done in IDBI
COMPLEXITY Low
TRIALABILITY No (They can bank with Idbi directly)
OBSERVABILITY Services offered to other customers can be observed .
CHARCHTERISTICS THAT INFLUENCE DIFFUSION
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Satisfaction
Trust on the brand
Word of mouth
Commitment
POST PURCHASE BEHAVIOR
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Separate retention department to solve the problems consumer face.
POST PURCHASE DISSONANCE
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THANK YOU!!!!