Download - SIES consumer behavior session IV

8/7/2019 SIES consumer behavior session IV

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Attitude changes &culture


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Changing affect

To try to change affectT his may or may not involve getting consumersto change their beliefsT he approach of classical conditioning try topair the product with a liked stimulus.pair a car with a beautiful woman

a biscuit with smart kidan edible oil with healthy family


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Changing behavior

P eople like to believe that their behavior isrational; thus, once they use our products,chances are that they will continue unless

someone is able to get them to switch.

T o get people to switch to our brand is to usetemporary price discounts and coupons;

however, when consumers buy a product ondeal, they may justify the purchase based onthat deal (i.e., the low price) and may thenswitch to other brands on deal later.


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Changing behavior

Another way to get people to switch to our brand is to at least temporarily obtain better shelf space so that the product is more convenient.

C onsumers are less likely to use this availabilityas a rationale for their purchase and may

continue to buy the product even when theproduct is less conveniently located.


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Approaches to belief change

Change currently held beliefsIt is generally very difficult to attempt to change

beliefs that people hold, particularly those thatare strongly held, even if they are inaccurate .ExamplesDalda vanaspati (hydrogenated oil)P apad sold in the market


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C hange the importance of beliefs

T o strengthen beliefs those already are in favor of the product

M ost consumers already agree with this, but thebelief can be made stronger.

F or example P romise tooth paste clove oil

C olgate Active contains saltVatika Hail oil -Amla


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Add beliefs

Consumers are less likely to resist theaddition of beliefs so long as they donot conflict with existing beliefs

F or example B ournvita with milk


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C hange ideal

I t usually difficult, and very risky, toattempt to change ideals,


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C ulture and Subculture C ulture is part of the external influences that

impact the consumer T hat complex whole which includes knowledge,

belief, art, morals, custom, and any other capabilities and habits acquired by person as amember of society.

K nowledge and beliefs are important partsA person who is skilled and works hard will getaheadDifferences in outcome result more from luck.


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M orality I n general, view is that one should not be naked in

public. In Japan, on the other hand, groups of men andwomen may take steam baths together withoutperceived as improper.

O n the other extreme, women in some Arab countriesare not even allowed to reveal / faces. B y the way, that what at least some countries view as

moral may in fact be highly immoral by the standards of another country.

F or example, the law that once banned interracialmarriages in South Africa was named the ImmoralityAct, even though in most civilized countries this law,and any degree of explicit racial prejudice, would itself be considered highly immoral.


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Important characteristicsComp rehensiveAll parts must fit together in some logical fashion

C ulture is learned rather than being something we areborn with.

M anifested within boundaries of acceptablebehavior

C onscious awareness of cultural standards islimited

F alls somewhere on a continuum between staticand dynamic depending on how quickly thesociety accept change.


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C ultural differences center aroundfive key dimensions

I ndividualism vs. collectivism:T o what extent do people believe in individualresponsibility and reward rather than having

these measures aimed at the larger group?

C ontrary to the stereotype, Japan actually ranksin the middle of this dimension, while Indonesiaand West Africa rank toward the collectivisticside.T he U.S., B ritain, and the Netherlands ratetoward individualism.


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P ow er distance :T o what extent is there a strong separation

of individuals based on rank?P ower distance tends to be particularlyhigh in Arab countries and some LatinAmerican ones, while it is more modest inNorthern Europe and the U.S.


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M asculinity vs . fem ininity M asculine values involve competition and conquering

nature by means such as large construction projects,

while feminine values involve harmony andenvironmental protection.


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U ncertainty av o idanceA structured situation with clear rules ispreferred to a more ambiguous one; in general,countries with lower uncertainty avoidance tendto be more tolerant of risk.


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Long term Vs. Short term orientation

In the U.S., managers like to see quick results,while Japanese managers are known for take along term view, often accepting long periodsbefore profitability is obtained.


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Types and Application of the body languageDistance between people conversingDifferent people have different ideas about the proper distance

between people conversing.Four main distances in American social and business relations:

Intimate - 45 centimetersPersonal - 80 centimetersSocial -1.30 meters to 3 meters

Public - > 3 metersWatch an Arab and an Englishman in negotiation.The Arab, showing friendliness in the manner of his people, willstand close to the Englishman. The latter will move backWatching to the Englishman, The Arab will then move forward tobe closer;

The Englishman will keep moving backward.By the end of the negotiation, the two may be quite a distance

from the negotiation;The two may be quite a distance from the place where they wereoriginally standing!


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P hysical appearance and physical contact

P lays a very important role in creating first impression. P hysical attractiveness affects the way you perceive yourself andthe way others perceive you.

P ersonal Dress: C lothing has been found to affect perceptions of credibility, likeability, attractiveness, and dominance.

P hysical contact: generally avoided in conversation among ordinaryfriends or acquaintances. M erely touching someone may cause anunpleasant reaction.

T ouching, patting, hugging or kissingcan be quite embarrassingand awkwardNo harm is meant, and that such gestures are merely signs of friendliness or affectionWould be considered rude, intrusive and offensive and could arousea strong dislike and even repugnance.


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Amount of eye contact varies greatly among cultures.

F rench will demand at least some direct eye contact. T o refuse tomeet someones eyes an unfriendly gesture.Americans see eye contact as a sign of honesty and a lack of eyecontact or shift eyes as a sign of untruthfulness.

Japanese who believe that the less eye contact, the higher the levelof esteem. T o divert eyes from a business colleague is a sign of respect and reverence.

C hinese avoid long direct eye contact to show politeness, or respect, or obedience,

B ritish believe that looking someone directly on the eye to be a markof rudeness until a more familiar relationship is established.


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G estures

G esture is the expressive movement of a part of the body,especially the hand and the head.Same gestures have different meanings in different cultures.

F or coming here, C hinese gesture is a hand extended toward theperson, open palm, fingers crooked in a beckoning motion; T he American is a hand extended toward person, close hand, palmup, with forefinger only moving back and forth.

F or Americans, the C hinese coming-here gesture is like good-byegesture.

M any C hinese would see American coming-here gesture asoffensive.


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L anguage issues

O ne word may mean one thing in onecountry, but something off-color in theanother.


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Celebrity endorsement

Impact on B rand


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Celebrity endorsements motives

I nstant B rand Awareness and Recall. C elebrity values define, and refresh the brand

image. C elebrities add new dimensions to the brand

image. I nstant credibility or aspiration P R coverage.

Lack of ideas. C onvincing clients.


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T he multiplier effect formulafor a successful brand

S=P* D*AV -- the multi p lier effect

Where S is a successful brand,P is an effective pr oduct.

D is Distinctive Identity AV is Added values .

T he realm of the celebritys impact is confined tobestow a distinctive identity and provide AV to thebrand

T he celebrity does not have the power to improveor debilitate the efficiency and features of the coreproduct.


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Consumers skepticism

C elebrities alone do not guarantee success, asconsumers nowadays understand advertising.T hey know what advertising is and how it works.

P eople realize that celebrities are being paid a lot of money for endorsements and this knowledge makesthem cynical about celebrity endorsements.


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Compatibility of the celebritys personawith the overall brand image

A celebrity is used to impart credibility and aspirationvalues to a brand, but the celebrity needs to match theproduct.A good brand campaign idea and an intrinsic link

between the celebrity and the message are musts for asuccessful campaign. C elebrities are no doubt good at generating attention,

recall and positive attitudes towards advertising providedthat they are supporting a good idea and there is anexplicit fit between them and the brand.

O n the other hand, they are rendered useless when itcomes to the actual efficiency of the core product,creating positive attitudes to brands, purchase intentionsand actual sales.


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Compatibility Parametersbetween the celebrity & brand image

F it with the brand image T arget audience match

Values C ost of acquiring P roduct match C ontroversy risk P opularity

Availability P hysical attractiveness C redibility P rior endorsements B rand user P rofession


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Celebrity endorsements for a brand

T abassum P restige pressure cookersJalal Agha P an P aragK apil Dev P almolive Shaving C ream

SunilG

avaskar Dinesh SuitingsK abir bedi Vimal suitings

Lux B ollywood starsF irst ad to cash in on star power in a strategic, long-term,

mission statement kind of way has been Lux toiletsoap.C onstantly changing to contemporary popular star hasmade it successful.


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Advantages of a celebrity endorsing a Brand

Establishment of Credibility

Ensured Attention

PR coverageHigher degree of recall

Associative BenefitMitigating a tarnished imagePsychographic ConnectDemographic ConnectMass Appeal

Rejuvenating a stagnant brandCelebrity endorsement can sometimes compensatefor lack of innovative ideas


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Disadvantages of a celebrity endorsing a brand

The reputation of the celebrity may derogate after he/she hasendorsed the productThe vampire effectInconsistency in the professional popularity of the celebrity

Multi brand endorsements by the same celebrity leading to

overexposure

Celebrities endorsing one brand and using another competitor Mismatch between the celebrity and the image of the brand


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T o sum up


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Research Study O bjective T o ascertain utility value of engaging

celebrity in B rand promotion C riteria - Awareness

AssociationImpact

M ethodology F ace to face InterviewT elephone InterviewInternet

I nstrument - Structured questionnaire T arget Audience -All adults