CONSUMER BEHAVIOUR
IDBIUDAYAN
DAVID ANTONY RAJRAJAMUTHUKARPAGAM
AROUSAL OF MOTIVES Cognitive.
SELF IMAGE Ideal self image.
UNCONDITIONAL STIMULUS:◦ Banking for all (now), Not just for big boys
CONDITIONAL STIMULUS:◦ IDBI Bank
CONDITIONAL RESPONSE◦ To create awareness about IDBI
CLASSICAL CONDITIONING
To open the minds of consumers towards Idbi.
Getting known about the new product.
Positive Reinforcement.
CUES, RESPONSE AND REINFORCEMENT
As IDBI is in banking sector it comes under the selling concept.
ISOLATION
SELLING CONCEPT
EXPOSURE----Moderate ATTENTION---High
INTERPRETATION---High
MEMORY-------Long term memory
PURCHASE AND CONSUMPTION BEHAVIOUR: Go for the product
CONSUMER PERCEPTION
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
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
TELEVISION ADS ADS IN ECONOMIC TIMES
COMMUNICATION MEDIA
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.
METAPHOR ANALYSIS
Most of visuals and limited verbalize as visual communication is most powerful.
MOTIVATION: Moderate
Inner directedness.
Optimum Stimulation Level-High
SOCIAL CHARACTER
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
Is high towards banking It is brought down from this stimulus.
DOGMATISM
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
Satisfaction
Trust on the brand
Word of mouth
Commitment
POST PURCHASE BEHAVIOR
Separate retention department to solve the problems consumer face.
POST PURCHASE DISSONANCE
THANK YOU!!!!