Consumer Behaviour

Session 3 and 4
Consumer as an Individual
Participant will be made aware of The learning outcomes for
studying the consumer as an individual
-Understanding consumer perception,
-Learning, memory, and decision-making processes.
-Gain knowledge of how individuals process and interpret
information, form attitudes, make choices, and how these
factors influence consumer behavior.
Consumer as an Individual
 Consumer behaviour is the study of individuals, groups, or organisations and all the activities
associated with the purchase, use and disposal of goods and services.
 Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences
affect buying behaviour. Eg:- Indians have Savings vs foreigners no Savings.
Consumer as an Individual
 The Dynamics of Motivation
 Needs are the core of the marketing concept. The study of Motivation refers to all the
processes that drives in a person to perceive a need and pursue a definite course of
action to fulfill that need..
 What are Needs − Every individual has needs that are required to be fulfilled. Primary needs
are food, clothing, shelter and secondary needs are society, culture etc.
 What are Wants − Needs are the necessities, but wants are something more in addition to the
needs. For example, food is a need and type of food is our want.
 What are Goals − Goals are the objectives that have to be fulfilled. Goals are generic and
product specific in nature. Generic goals are general in nature, whereas product specific goals
are the desires of a specific nature. Eg:- I need to have a car which can be maruti or wagon
R but my goal is to buy a Jaguar
 Needs and fulfillment are the basis of motivation.
Consumer as an Individual
 Needs Arousal
 Need arousal happens when consumers recognize a deficiency or a gap in their current state and seek to
fulfill that gap. For example, feeling hungry triggers the need for food, or feeling unsafe might create
a need for security measures.
 These needs are typically driven by the desire for practicality, efficiency, or effectiveness. For example,
purchasing a winter coat to keep warm in cold weather or buying groceries to satisfy hunger are
utilitarian-based decisions.
 Want Arousal
 Want arousal occurs when consumers are exposed to stimuli or marketing messages that trigger their
desires for specific products or services. Marketers often employ strategies to create want arousal by
showcasing the benefits, features, and unique selling points of their offerings, creating a sense of
desirability and aspiration among consumers.
 These wants are driven when consumers seek products or experiences that provide pleasure, enjoyment,
and emotional satisfaction. These desires may not necessarily fulfill a tangible need but are driven by
the pursuit of pleasure or self-expression. For instance, buying a luxury handbag or an extravagant
vacation can be driven by want arousal and the desire for hedonic experiences.
Consumer as an Individual
 Goals
 When people cannot attain their primary goals, they often set substitute goals.
 Although the substitute goal may not be as satisfactory as the primary goal, it may be
sufficient to dispel uncomfortable tension.
 Continued deprivation of a primary goal may result in the substitute goal assuming
primary-goal status. For example, a man who has stopped drinking whole milk
because he is dieting may actually begin to prefer skim milk.
 Social media posts on makeup dupes of expensive products are also a result of
secondary goal substituting a primary goal
 Example:-
 Primary Goal, Versacce and substitute Goal is to buy First Copies at a 50% price
 Primary Brands Louis Vuitton and substitute is Zara
Consumer as an Individual
 Interdependency of Needs and Goals
 Needs and goals are interdependent; neither exists without the other.
 However, people are often not as aware of their needs as they are of their goals.
 For example, a teenager may not consciously be aware of his social needs but may
seek out friends on Instagram and watch Instagram stories daily as a way to feel
socially connected. So need is to be Socially Connected and Goal is to be Connect
with Friends and be more popular!!!
 Similarly, people are aware that they need to buy certain items but may have different
goals when they go shopping. One study contrasted the shopping motivations of pairs
of mothers and daughters and discovered that daughters go to malls for recreational
or social shopping, whereas their mothers tend to be more purposeful in their
shopping.
Systems of Needs
 The system of needs refers to the concept that human behavior
is driven by a set of fundamental needs or desires.
 These needs motivate individuals to seek certain goals, engage in
specific activities, and strive for personal fulfillment.
 Various psychologists and theorists have proposed different
systems of needs to understand human motivation.
 Two well-known systems of needs are
 Murray's psychogenic needs.
 Maslow's hierarchy of needs
Systems of Needs
 Murray's psychogenic needs.
 According to Murray, human behavior is motivated by a set of psychogenic needs
or desires that arise within an individual. These needs represent fundamental
aspects of human nature and play a significant role in shaping an individual's
thoughts, emotions, and actions.
 Murray identified a list of 27 psychogenic needs, which can be grouped into
three broad categories: needs for achievement, needs for affiliation, and
needs for power. Here's an elaboration on each category:
Systems of Needs
Advertising Campaigns Examples basis Murray’s
System of Needs:-
Needs Achivement
• Pan Parag Ads for Success
• Exhibition of Talent
• Boost is the secret of my energy
• Affilation:-
• Airtel Har ek friend zaroori hota hai
• Power:-
Taste the Thunder
 System of Needs
 Maslow’s Theory of Need Hierarchy
 Physiological Needs − Food, clothing, air, and shelter are the
first level needs. They are known as the basic necessities or
primary needs.
 Safety or Security Needs − Once the first level needs are
satisfied, consumers move to the next level. Physical safety,
security, stability and protection are the security needs.
 Social Needs − After the safety needs are satisfied, consumers
expect friendship, belonging , attachment. They need to
maintain themselves in a society and try to be accepted.
 Esteem Needs − Then comes esteem needs such as self-
esteem, status, prestige. Individuals here in this stage want to
rise above the general level as compared to others to achieve
mental satisfaction.
 Self-Actualization − This is the highest stage of the hierarchy.
People here, try to excel in their field and improve their level
of achievement. They are known as self-actualizers.

According to Maslow, individuals progress through the hierarchy as lower-level needs are satisfied, and
higher-level needs become more salient.
System of Needs
 Both Maslow's hierarchy of needs and Murray's psychogenic needs provide
frameworks for understanding human motivation.
 While Maslow's hierarchy focuses on the progression of needs from basic
survival to self-actualization,
 Murray's system emphasizes the internal psychological desires that underlie
behavior.
 Both systems highlight the fundamental role that needs play in
shaping human behavior and provide insights into the factors
that drive individuals to seek fulfillment and satisfaction in
their lives.
Personality Development
 Personality represents inner psychological characteristics that both determine and
reflect how we think and act.
 The emphasis in this definition is on inner characteristics—those specific qualities, attributes,
traits, factors, and mannerisms that distinguish one individual from other individuals.
 Personalities affect the way consumers respond to marketers’ promotional efforts, and when,
where, and how they consume most products or services. Therefore, the identification of
specific personality characteristics associated with consumer behavior has been highly
effective in the development of market segmentation and promotional strategies.
 Example:-
 Outgoing personality so there are some products which will marketed to them…..
 Some Kids are not allowed to wear sleavless so they will not wear
Personality Trait
 Personality traits are characteristics that set people apart from one another, and are measured through self-
administered questionnaires to pinpoint individual differences in terms of “high” versus “low” scores on specific
traits.

 Different Personality Traits

 Innovators vs Laggards
 Example:- Phone migration from Button phones to soft phones
 Open vs Close Minded
 Look change of Roohafaza for open minded and Close minded
 Conformity vs Individuality
 Schools and Uniform that is conformity and rules
 Individuallity is wearing a clip
 Novel and Complex Or Simple and Safe Experiences
 Adventure experience on vacations or just a destination vacation
Personality Traits
Other Consumer related personality traits
 Innovators vs Laggards
 Innovators
 Innovators are the first to try new products, product line extensions, and services because they are open to new ideas and
practices. Their responses to newly introduced products are critical to the success or failure of new products.
 Laggrds
 Conversely, laggards are the very last consumers to adopt a new product.

 Open vs Close minded

 Open Minded
 An open minded person readily considers unfamiliar or opposing beliefs. Generally, consumers who are not dogmatic
prefer innovative products rather than traditional ones.
 contrast, low-dogmatic consumers are more receptive to messages that stress factual differences, product benefits, and other
product-usage information.
 Close minded or dogmatic
 A person who is highly dogmatic approaches the unfamiliar defensively and with uncertainty and discomfort.
 Highly dogmatic consumers tend to be more receptive to ads that contain appeals from authoritative figures, such as
celebrities and experts.
Personality Traits
Other Consumer related personality traits
 Conformity vs Individuality
 Individuality :
 Consumers with an individualistic personality or inner – directed consumers rely on their own inner values
or standards in evaluating new products and are likely to be consumer innovators.
 They are receptive to ads that stress product features and personal benefits.
 This personality trait is seen in abundance in the fashion industry
 Conformity:
 Conformist consumers or other directed consumers look to others for guidance as to what is appropriate or
inappropriate and are unlikely to be consumer innovators.
 Other-directed people prefer ads that feature social acceptance and respond favorably to appeals portraying
social or group interactions.
 Other-directed consumers are likely to rely on what other people say about a product—for example,
consumer reviews such as the ones posted on Amazon. Many consumers acquire and display material
possessions because they want
Personality Traits
Other Consumer related personality traits
 Novel and Complex Or Simple and Safe Experiences
 Novel experiences
 Optimum stimulation level (OSL) is the degree to which people like novel, complex, and unusual experiences (i.e., high
OSL)
 Researchers have found that consumers seeking high levels of optimum stimulation are more willing to take risks, more likely
to try new products and be innovative, and seek to maintain high optimum stimulation levels while shopping.
 A study of college students’ tendencies to purchase “mass customized” clothes (e.g., a pair of jeans that are specially
measured, cut, and sewn so they offer a better fit or appearance) discovered that people with high OSL wanted to: (1)
“experiment with personal appearance” (e.g., “I try on some of the newest clothes each season to see how I look in the
styles”) and (2) “enhance their individuality” (e.g., “I try to buy clothes that are very unusual”).Studies showed that
consumers’ OSL levels impact their choices of products
 Simple and Safe Experiences
 Consumers who prefer a simple, uncluttered, and calm existence have low OSL.
 These are individuals who have a weaker inclination to use brands and products as a means of self-expression or
identification.
 This segment of consumers tends to prioritize other factors, such as functional attributes, price, convenience, or quality, over
the symbolic or self-expressive aspects of brands and products.
Personality Traits
Other Consumer related personality traits
 Ethnocentrism
 Ethnocentrism is a psychological phenomenon in which individuals perceive their own ethnic or cultural group as
superior to others.
 It can influence consumer behavior by affecting preferences, attitudes, and purchase decisions. Here are some
examples of how ethnocentrism can impact consumer behavior:
 Preference for Domestic Products:
 Ethnocentric consumers may exhibit a strong preference for products that are locally produced or associated with their own culture
or country.
 Examples include consumers who prioritize purchasing locally made clothing, food products, or supporting local businesses over
imported alternatives.

 Resistance to Foreign Brands:

 Ethnocentric consumers may be less receptive to foreign brands or products, perceiving them as inferior or less trustworthy
compared to those originating from their own country.
 Examples include individuals who actively avoid purchasing foreign cars or electronics in favor of domestically produced options.
 In recent times the biggest example of this is the on acceptance of Chines bands by Indian Consumers
Personality Traits
Other Consumer related personality traits
 Ethnocentrism
 Ethnocentric Consumption Rituals:
 Ethnocentric consumers may engage in consumption rituals or traditions that are specific to their own culture or ethnicity.
 Examples include celebrating traditional festivals with specific foods, decorations, or clothing, or engaging in cultural
practices that involve the consumption of specific products.
 It's important to note that while ethnocentrism can influence consumer behavior, not all individuals exhibit ethnocentric tendencies, and
consumer behavior is influenced by a range of factors beyond ethnicity or culture.
 Understanding ethnocentrism can be helpful for businesses in crafting marketing strategies that effectively target specific
consumer segments while respecting diverse cultural backgrounds.
 Case study of Patanjali (The Brand Power of Ethnocentrism)
 Patanjali, the successful herbal brand, illustrates the power of ethnocentrism. On 4 December 2017, Patanjali
carried an ad in The Times of India (with several brands listed) with these opening lines: “For Patanjali, our Bharat
is home. For MNCs, India is only a business platform.” The ad went on to reposition MNCs as companies selling
offerings that are unhealthy and are unscrupulously earning money to take them back to their homeland.
 With its herbal offerings (most of them priced lower than its several competitors), the charismatic appeal of its
founder, and its ethnocentric positioning, Patanjali has been successful in motivating Indian consumers to buy
offerings from a company that has strong Indian roots.
Personality Traits
Brand Personality and Consumer Personality – Do They Change?
 There are two sets of consumers as per the theories on personality. The “fixed” set of consumers are likely to retain their fixed
personality traits over a period of time and “changing” personality consumers are likely to become “evolving” consumers .
 Research reflects that both these kinds of consumers differ in terms of their progress towards their goals and behavior.
 Malleability of traits are likely to be associated with the consumers who have changeable mindsets and are likely to prefer brands that
may have differing personality associations. For instance (as hypothetical examples), the brand Santoor has been (for several decades)
projecting a “fixed” personality associated with “dynamically youthful looking” imagery of a young mother using the brand with its
traditional ingredients (which may be perceived by consumers as having a sincere personality).
 The watch brand, Raga, and jewelry brand, Tanishq, have “evolved” into a personality that reflects the “evolving woman.” Raga was
associated initially with traditional sensuality or beauty, while Tanishq with contemporary lady with traditional values. Raga later
launched an ad in which a modern woman is meeting her presumably former fiancé in a café. When they exchange notes about each
other, the woman clearly says that she would have never given up her job to get into a marriage; thus, she asserts her independence and
gender equality. Similarly, Tanishq had launched an ad where a woman with a child was remarrying.
 Both these brands had communication that triggered associations of changing the stereotype of Indian women, and they had not started
off their ads on a similar note.
Personality Traits
Brand Personification
 Brand personification occurs when consumers attribute human traits or characteristics to a brand.
 Brand personification refers to the process of attributing human-like traits, characteristics, and
personalities to brands. It involves giving brands distinct identities that consumers can relate to,
forming emotional connections and building stronger brand-consumer relationships.
 Brand personification helps create a unique brand image and differentiate brands from their competitors.
Here are some examples of brand personification in an Indian context:
 Amul:
 Amul is a renowned Indian dairy brand known for its iconic mascot, the Amul girl. The Amul girl is
depicted as a young, cheerful girl in traditional attire who humorously comments on current events
through witty slogans on billboards and print advertisements.
 The brand personification of Amul represents the warmth, innocence, and playfulness associated with
Indian culture. The Amul girl has become an integral part of the brand's identity, evoking nostalgia and
emotional connections with consumers.
Personality Traits
Brand Personification
 Maggi:
 Maggi, a popular instant noodle brand in India, personifies itself as a convenient, time-saving, and tasty food option for
consumers. The brand has positioned itself as a reliable companion for quick meals, especially for busy individuals and
college students.
 Maggi's advertisements often depict young individuals enjoying the noodles with enthusiasm, emphasizing the brand's
ability to provide comfort and satiation in a fast-paced lifestyle.
 Fevicol:
 Fevicol is a well-known adhesive brand in India that personifies itself as a strong and reliable bonding agent. Fevicol's
advertising campaigns often feature humorous scenarios that showcase the strength and durability of its adhesives.
 The brand personification of Fevicol conveys the idea that the adhesive can hold anything together, symbolizing unity,
resilience, and trust.
 Royal Enfield:
 Royal Enfield, a popular motorcycle brand in India, personifies itself as a symbol of freedom, adventure, and
ruggedness. The brand's motorcycles are often associated with long rides, exploring scenic landscapes, and embodying
a rebellious spirit.
 Royal Enfield's marketing campaigns and brand imagery evoke a sense of nostalgia for classic motorcycles, appealing
to individuals who seek a distinctive riding experience and a connection with a heritage brand.
Personality Traits
Brand Personification
 Titan:
 Titan, a prominent Indian watch brand, personifies itself as a trusted companion for individuals' personal and
professional journeys. The brand emphasizes elegance, precision, and craftsmanship through its wide range of
timepieces.
 Titan's brand personification reflects sophistication, reliability, and a sense of timeless style, appealing to consumers
who value quality and aesthetic appeal in their accessories.

 These examples illustrate how brand personification is used in the Indian

context to create unique brand identities that resonate with consumers'
values, aspirations, and cultural sensibilities.
 By giving brands human-like characteristics and personalities, marketers
can establish emotional connections and build long-lasting relationships
with consumers.
Brand Personification
 Brand Personification is also known Anthropomorphism—attributing human characteristics to something that is not
human.
 It is a way to create a distinct identity for the brand, enabling consumers to connect with it on an emotional level.
 By personifying a brand, marketers aim to shape consumers' perceptions, build relationships, and differentiate the brand
from competitors. Brand personification involves:
 Creating Brand Identity: - Brand personification helps to establish a unique identity for a brand, making it more memorable and
relatable to consumers.
 Humanizing the Brand: - Brands are given personalities that can range from being friendly, trustworthy, and reliable to being
exciting, innovative, and adventurous.
 Enhancing Brand Recall: - Brand personification aids in creating a strong brand recall as consumers are more likely to remember
a brand that has a distinctive personality.
 Building Emotional Connections: - By personifying a brand, marketers aim to evoke specific emotions in consumers, fostering a
deeper emotional connection.
 Differentiation and Competitive Advantage: - Brand personification helps differentiate a brand from its competitors by giving it a
unique personality and character.
 Consistency and Brand Voice: - Brand personification requires consistency in the brand's messaging, visuals, and communication
to maintain the desired personality.
Brand Personification
 Some consumers become “brand zealots” and develop a relationship with brands beyond
the functions of these products. An example of this behavior is
 Apple: Apple has a dedicated group of brand zealots who are known for their unwavering loyalty and
advocacy for the brand. These customers often line up for hours or days outside Apple stores during
product launches, proudly display Apple products, and passionately defend the brand against any
criticism.
 Harley-Davidson: Harley-Davidson has a strong community of brand zealots known as "HOGs"
(Harley Owners Group). These enthusiasts not only ride Harley-Davidson motorcycles but also
participate in rallies, events, and social gatherings dedicated to the brand.
 Mahindra Thar: Mahindra Thar, a popular SUV in India, has a dedicated community of brand
zealots who are passionate about off-roading and adventure. Thar enthusiasts actively engage in online
forums, social media groups, and offline events to share their experiences, modifications, and
recommendations related to the vehicle.
 Indian Premier League (IPL) Teams: IPL, the premier cricket tournament in India, has several teams
with passionate brand zealots. Fans of teams like Mumbai Indians, Chennai Super Kings, Kolkata
Knight Riders, and others go to great lengths to support their favorite teams.
Self Image and Self Concept
Brand self-image and self-concept are concepts that relate to how consumers
perceive and identify with brands. Let's break down each concept:
 Brand Self-Image:
 Brand self-image refers to the personality, qualities, and characteristics that consumers
associate with a particular brand. It represents the brand's intended image and the image it
strives to project to its target audience.
 Brand self-image is often shaped by various brand elements, such as brand logo, messaging,
packaging, advertising, and brand communications.
 For example, a luxury fashion brand may strive to project a brand self-
image of exclusivity, sophistication, and elegance. This self-image is
reinforced through high-end advertising campaigns, premium store
environments, and associations with celebrities or influencers who
embody those qualities.
 Eg:- Amitabh Bachan to Kalyan Jewellers
Self Image and Self Concept
 Brand Self-Concept:
 Brand self-concept refers to how consumers incorporate a particular brand into their own self-identity and
how the brand influences their self-perception. It represents the consumer's perception of themselves in relation to
the brand. Consumers often use brands as a means of expressing their personality, values, and aspirations.
 Consumers' self-concept can be influenced by the brand's positioning, brand image, and how well the brand aligns
with their desired self-image. Consumers may choose to associate themselves with a brand that reflects their desired
traits, lifestyle, or social identity.
 For example, a fitness enthusiast may incorporate a sportswear brand into their self-concept because it aligns with
their active and health-conscious lifestyle. By wearing and endorsing that brand, they express their commitment to
fitness and portray themselves as athletic individuals.
 HRX Hritik Roshan, WROGN:- Virat Kohli

In summary, brand self-image refers to the personality and qualities associated with a brand,
while brand self-concept relates to how consumers incorporate a brand into their own self-
identity. Understanding these concepts helps marketers shape brand messaging, positioning, and
brand experiences to effectively resonate with consumers' desired self-images and self-concepts,
ultimately influencing their brand choices and behaviors.
Self Perception
 Consumer Self Image
 Self-image is how people perceive themselves.
 Self-perceptions of oneself are often related to purchases of products and services because consumers
often select products that are consistent with their self-images and/or to enhance one’s self-image.
 Each individual has an image of himself or herself as a certain kind of person, with certain traits,
skills, habits, possessions, relationships, and behaviors. One’s self-image originates in a person’s
background and experience.
 Many products and brands have symbolic value for individuals because their images are consistent
with the ways these people perceive themselves, and consumers buy offerings that are congruent with
their self-image and avoid products and brands that are not.
 Consumer behavior researchers identified four components of self-image:
 Actual self-image is the way consumers see themselves.
 Ideal self-image is how consumers would like to see themselves.
 Social self-image is how consumers feel others see them.
 Ideal social self-image is how consumers would like others to see them.
Self Perception
 Actual Self-Image: Actual self-image refers to how consumers perceive themselves in reality. It reflects their self-
perception, beliefs, and characteristics as they truly are. For example, an individual may see themselves as
adventurous, environmentally conscious, or fashion-forward based on their actual behaviors and traits.
 Ideal Self-Image: Ideal self-image represents how consumers aspire to see themselves. It reflects their desired traits,
characteristics, and achievements that they strive to attain. This self-image is often influenced by personal goals, societal
expectations, and idealized versions of themselves. For instance, someone may envision themselves as successful,
confident, and influential.
 Social Self-Image: Social self-image refers to how consumers believe others perceive them. It is influenced by social
interactions, feedback from others, and the roles they play in different contexts. It captures the individual's
understanding of how they are viewed by family, friends, colleagues, and society at large.
 Ideal Social Self-Image: Ideal social self-image represents how consumers want others to perceive them. It reflects
their desire for a specific social identity or status. This self-image is driven by the need for acceptance, admiration,
and belonging within a particular social group or community.
 It's important to note that these components of self-image can vary across individuals and may be influenced by cultural,
social, and personal factors. Understanding these components allows marketers to create brand messages, positioning,
and experiences that align with consumers' self-images, helping them form strong connections with the brand and
influencing their purchasing decisions.
Self Perception
 A special case of the ideal social self is the social media self-image.
 People curate their lives on social media in order for others to see them in a way that they create. The “Social
Media Self” is the way that the self is curated on social media.
 What is posted on social media is often carefully chosen and edited to create the image of oneself for the social media
world to see. We may want others to view us as helpful by posting pictures of ourselves doing charity work, or as
having lots of friends by posting pictures of ourselves with other people.
 Consumers select the type of self-image that guides them in the context of buying situations.
 For instance, with everyday household products, consumers might be guided by their actual self-images, whereas
for some socially enhancing or socially conspicuous products, they might be guided by their social self-images.
 When it comes to an important and strong personal goal or wish, like losing weight and feeling better about oneself and
one’s appearance, people are often guided by either their ideal self-images or ideal social self-images.
 The concept of self-image has strategic implications for marketers. For example, companies can segment their
markets on the basis of relevant self-images and then position their products or services as symbols of such. These
strategies reflect the marketing concept: marketers study the needs of a consumer segment (with respect to both the
product category and the product’s or brand’s reflection of self-image) and then develop and market an offering that
meets both criteria.
Self Perception
Value Paradox and an Indian Brand
 Fairness creams in India are estimated to have a market of around Rs.1,500
crore (with men’s market estimated to be around Rs. 500 crore, and
fairness appears to be a top priority as a criteria for brides).
 Racial discrimination based on skin color is looked down among most
Indians, at least publicly. What is contradictory is that fairness creams in India
are a rage and racial sentiments too are widely negated by consumers! Such a
behavior is referred to as value paradox – the contradiction between what an
individual considers as desired versus what is desirable (values in real life
versus values in an ideal life).
 Unlike several other concepts, this one may be strongly present in a culture, but
applying it to marketing is complex, especially when it comes to product
offerings.
Consumer Learning
Consumer Learning
 Consumer learning refers to the process through which individuals acquire knowledge,
skills, attitudes, and behaviors related to consumption. It involves gathering information,
processing it, and applying it to make informed decisions and adapt behaviors in the
marketplace.
 It ranges from simple and often reflexive responses to marketing stimuli (such as packaging,
product colors, and promotional messages), to learning abstract concepts and making decisions
about purchasing complex and expensive products.
 Not all learning is deliberately sought. Although much learning is intentional (i.e., it is acquired
as the result of a search for information), a great deal of learning is incidental, acquired by
accident or without much effort.
 Learning consists of four elements:
 Motives
 Cues
 Responses
 Reinforcement.
Consumer Learning
 Motives - Motives refer to the underlying needs, desires, or goals that drive consumer
behavior and learning.
 These motives can be categorized into different types such as
 Functional motives (e.g., Seeking product performance information),
 Social motives (e.g., Seeking approval or fitting in),
 Emotional motives (e.g., Seeking pleasure or avoiding negative emotions),
 Cognitive motives (e.g., Seeking knowledge or understanding).

 Cues - Cues are stimuli or signals from the environment that consumers perceive and interpret.
They act as triggers for learning and guide consumer behavior.
 They can be explicit or implicit, intentional or unintentional, and can come from various sources
such as advertising, packaging, word-of-mouth, or personal experiences.
 For instance, a consumer may come across an advertisement for a new smartphone
that highlights its advanced features and sleek design. This advertisement serves as a
cue that triggers the consumer's attention and interest, prompting them to learn more
about the product.
Consumer Learning
 Responses – these refer to the actions or behaviors that consumers exhibit as a result of learning. These
responses can be cognitive (thinking or mental processes), affective (emotional responses), or behavioral
(observable actions).
 Reinforcement – It is the outcome or consequence of consumer behavior that influences future learning
and behavior. It can be positive reinforcement (reward or satisfaction), negative reinforcement (relief from
negative experiences), or punishment (unpleasant outcome). Reinforcement strengthens or weakens the
association between cues, responses, and motives, shaping future behavior.
 Understanding the interplay between motives, cues, responses, and reinforcement is crucial
for marketers. They can strategically design marketing stimuli, provide positive
reinforcement, and create engaging experiences to facilitate consumer learning, influence
behavior, and build brand loyalty.
 Overall, the elements of motives, cues, responses, and reinforcement form the foundation
of consumer learning, helping individuals acquire knowledge, shape attitudes, and make
informed decisions in the marketplace.
Consumer Learning
Here are some examples highlight how Indian consumers engage in learning processes to
gather knowledge and adapt their behaviors in various consumption contexts. Consumer
learning plays a significant role in shaping preferences, influencing purchase decisions, and
fostering informed and conscious consumption practices.
 Learning about Traditional Medicines: Indian consumers have a long-standing tradition of using
traditional medicines like Ayurveda, Siddha, and Unani. Consumers actively engage in learning about the
benefits, ingredients, and usage of these traditional remedies.
 Learning about Regional Cuisine: India is known for its diverse regional cuisines, each with its
unique flavors, ingredients, and cooking techniques. Consumers learn about different regional cuisines
through exposure to various foods, recipes, cooking shows, and cultural events. They explore local
markets, try new dishes, and engage in culinary experiences to expand their knowledge and
appreciation of regional cuisine.
 Learning about Online Shopping: The advent of e-commerce has transformed the way Indian
consumers shop. Many consumers have had to learn about online shopping platforms, payment methods,
and the trustworthiness of online sellers. Through trial and error, reading reviews, and seeking
recommendations, consumers learn to navigate the online marketplace, understand product descriptions,
compare prices, and ensure secure transactions.
Brand Nostalgia
 Brand nostalgia refers to the sentimental attachment and longing that individuals feel towards a
brand or product from their past. It evokes positive emotions and nostalgic memories associated with
earlier experiences, often related to childhood or significant moments in a person's life.
 Brands that successfully tap into nostalgia can create a deep emotional connection with consumers,
fostering brand loyalty and influencing consumer behavior.
 Elements of Brand Nostalgia are as follows
 Emotional Connection: Nostalgia evokes a range of positive emotions, including happiness, joy, comfort, and a
sense of belonging. Brands that are able to trigger these emotions through nostalgia can create a strong emotional
bond with consumers. Nostalgic experiences with a brand become a part of a person's identity and personal history,
fostering a deep connection.
 Memory Recall: Nostalgic branding efforts often involve elements that trigger memory recall, such as retro
packaging, classic slogans or jingles, or the reintroduction of discontinued products. These cues stimulate memories
associated with the brand, transporting individuals back to earlier times and creating a sense of familiarity and
warmth.
 Escaping Modern Pressures: In an era of rapid technological advancements and constant change, brand nostalgia
provides a means of escape and a connection to a simpler time. Consumers seek refuge in the comforting
familiarity of brands that remind them of a more nostalgic and carefree era.
Brand Nostalgia
 Elements of Brand Nostalgia are as follows (contd)
 Reinforcement of Identity: Nostalgic brands often align with individuals' self-identity and personal narratives. They
represent a part of their personal history and evoke a sense of authenticity. Nostalgic brands can reinforce an individual's
values, beliefs, and social identity, allowing them to express themselves through their brand choices.
 Influence on Consumer Behavior: Brand nostalgia can influence consumer behavior by increasing brand affinity,
fostering loyalty, and driving purchase decisions. Consumers are more likely to choose nostalgic brands over competitors,
particularly when the brand has maintained the essence of the past while adapting to the present.
 Examples of brand nostalgia in an Indian context could include the return of popular childhood
snacks like Parle-G biscuits, the revival of classic Bollywood movie posters, or the relaunch of
vintage fashion trends like bell-bottoms. These examples tap into the nostalgia associated with
specific brands, cultural icons, and experiences from the past, generating strong emotional
connections with consumers.
 Overall, brand nostalgia is a powerful marketing strategy that allows brands to tap into consumers' emotional
reservoirs and create a lasting bond. By leveraging sentimental attachment and invoking positive memories,
brands can differentiate themselves, build strong relationships with consumers, and create a sense of timelessness.
PROJECT

 Group 1:-
 A marketer of health foods would like to segment its market on the basis of self-image. Describe how the
marketer can use actual self-image and ideal self-image to do so.
 Find three advertisements that illustrate the needs for order, achievement, and affection and discuss their
effectiveness. (Each advertisement should depict one of these needs.)
 Group 2:-
 Influence of Motivation on Consumer Behavior:
 How does consumer motivation impact purchase decisions and behavior?
 Discuss different types of motivations, such as functional, social, emotional, and self-expressive motivations, and how they
influence consumer choices.
 Share examples of advertisements or marketing campaigns that effectively tap into consumer motivations.
 Group 3:-
 Brand Loyalty and Brand Personality Congruence:
 Discuss the concept of brand personality congruence and its influence on brand loyalty.
 Explore how consumers' personality traits align with or match the perceived personality of a brand.
 Share examples of brands that successfully establish brand personality congruence and build strong relationships with
consumers.
Consumer Perception
Chapter 6
Sensory Information
 Sensory information refers to the data that our senses gather from the surrounding environment.
 Our five senses, namely sight, hearing, taste, smell, and touch, enable us to perceive and interpret the world around us.
Sensory information plays a crucial role in consumer perception, as it forms the foundation for how individuals
experience and evaluate products, services, and brands.
 Visual Information: Visual information is gathered through the sense of sight and includes the perception of
colors, shapes, textures, patterns, and visual cues. It plays a significant role in consumer perception, as visual
elements can evoke emotions, convey brand identity, and influence product evaluations. E.g Packaging
design, product aesthetics, advertising visuals, etc
 Auditory Information: Auditory information is gathered through the sense of hearing and involves the
perception of sounds, tones, and verbal cues. Sound can evoke emotions, create brand associations, and
influence consumer behavior. E.g advertising jingles, brand slogans etc
 Olfactory Information: Olfactory information is gathered through the sense of smell and relates to the
perception of different scents and aromas. Smell can trigger powerful emotional responses and memory
associations.
 Gustatory Information: Gustatory information is gathered through the sense of taste and involves the
perception of flavors, textures, and sensations related to food and beverages
 Tactile Information: Tactile information is gathered through the sense of touch and includes the perception of
textures, temperatures, and physical sensations. The tactile experience can influence consumer preferences
and evaluations.
Sensory Information
 Here are some examples to illustrate the use of various senses to drive consumer behaviour
 Parachute: Parachute, an Indian brand of hair care products, utilizes sensory information through its packaging
design and fragrance. The distinctive shape and color of Parachute oil bottles, combined with the coconut fragrance,
create a sensory experience that is easily recognizable and associated with the brand.
 Amul: Amul, an Indian dairy brand, incorporates sensory elements in its advertising campaigns. The iconic Amul
girl cartoons, along with witty and humorous slogans, appeal to visual and auditory senses, making the brand
memorable and engaging for consumers.
 Coca-Cola: Coca-Cola, a global beverage brand, effectively utilizes sensory information through its distinctive red
and white packaging, which visually stands out on shelves. The brand's advertising campaigns often evoke positive
emotions and create auditory cues through catchy jingles, enhancing the overall sensory experience associated
with the brand.
 Chanel No. 5: Chanel No. 5, a luxury perfume brand, focuses on olfactory information. The carefully crafted
fragrance compositions of Chanel No. 5 perfumes create a sensory experience that is associated with elegance,
luxury, and sophistication.
 Nike: Nike, a renowned sportswear brand, considers tactile information in its product design. The use of high-
quality fabrics, ergonomic shapes, and innovative technologies in their footwear and apparel provides a comfortable
and tactilely pleasing experience for consumers.
Sensory Information – Visual information
 Here are some examples to illustrate the use of sensory visual input – can you identify what they represent
Sensory Information – Visual information
 Here are some examples to illustrate the use of Visual Information
 Amul: Amul, an Indian dairy brand, is known for its creative and visually appealing advertisements featuring their
iconic Amul girl cartoons. The visuals, combined with witty and humorous captions, create a strong visual identity
and evoke positive emotions associated with the brand.
 Apple: Apple, a global technology company, is renowned for its sleek and minimalist product designs. The clean
lines, simplicity, and iconic Apple logo are visual cues that convey a sense of sophistication and premium quality.
 Coca-Cola: Coca-Cola, a global beverage brand, utilizes visual elements in its branding and packaging. The distinct
red color, iconic logo, and contoured bottle shape are visual cues that make Coca-Cola easily recognizable and
associated with enjoyment and refreshment.
 Nike: Nike, a leading sportswear brand, focuses on visually appealing branding and advertising. The use of bold
typography, dynamic imagery, and athletes in action showcases the brand's commitment to performance and inspires
a sense of motivation and energy.
 These examples demonstrate how brands leverage visual information to create visually appealing brand
identities, evoke emotions, and capture the attention of consumers. By carefully considering visual
elements in their advertising, packaging, and product design, brands can create a strong visual impact that
enhances consumer perception and establishes a distinct brand image.
Sensory Information - Auditory
 Here are some examples to illustrate the use of sensory auditory input (i.e sound as a trigger). See if you
can identify what sounds they represent
Sensory Information - Auditory
 Here are some examples to illustrate the use of sensory auditory input (i.e sound as a trigger)
 Intel: Intel, a global technology company, has a distinct audio logo known as the Intel jingle. The short, recognizable
tune is often heard in Intel commercials and signifies the brand's presence. The audio logo serves as a memorable
auditory cue, associating the brand with innovation and technological advancements.
 McDonald's: McDonald's, a global fast-food chain, has its own signature jingle that plays in their commercials and
at their restaurants. The catchy "I'm Lovin' It" jingle creates a positive and upbeat association with the brand and
helps reinforce their brand identity and messaging.
 Nokia: Nokia, a mobile phone brand, is known for its iconic ringtone. The Nokia ringtone, often referred to as the
"Nokia tune," became widely recognized and associated with Nokia phones. The audio input creates a strong brand
recall and familiarity among consumers.
 Netflix: Netflix, a popular streaming service, has a distinctive sound that plays when the Netflix logo appears during
their opening sequence. This audio input has become synonymous with the brand and signifies the start of an
enjoyable entertainment experience for viewers.
 Titan: Titan, a well-known Indian watch brand, has its own distinctive audio input that plays in their commercials
and during product showcases. The audio input consists of a series of ticking sounds, symbolizing precision and
craftsmanship associated with their timepieces.
 Airtel: Airtel, a leading telecommunications company in India, has a memorable jingle that plays in their
commercials and as their ringtone. The "Airtel tune" has become synonymous with the brand and is instantly
recognizable, creating a strong brand recall among consumers.
Sensory Information - Olfactory
 Here are some examples to illustrate the use of sensory olfactory input (i.e sense of smell)
 Mysore Sandal Soap: Mysore Sandal Soap, an Indian soap brand, is known for its distinct sandalwood fragrance.
The rich and authentic sandalwood scent creates a sensory experience that is associated with luxury, purity, and
tradition.
 Cycle Agarbatties: Cycle Agarbatties, an Indian incense stick brand, offers a wide range of fragrant incense sticks.
The brand utilizes various aromatic blends, such as rose, jasmine, and lavender, to create different olfactory
experiences that are associated with relaxation, spirituality, and positivity.
 Chanel No. 5: Chanel No. 5, a luxury perfume brand, is renowned for its iconic fragrance. The carefully crafted
scent of Chanel No. 5 perfumes creates a sensory experience that is associated with elegance, sophistication, and
timeless allure.
 Starbucks: Starbucks, a global coffeehouse chain, strategically uses olfactory cues in its stores. The aroma of freshly
brewed coffee permeates Starbucks outlets, creating an inviting and comforting environment that enhances the
overall coffee-drinking experience.
 These examples demonstrate how brands leverage olfactory information to create unique sensory
experiences, evoke emotions, and establish strong brand associations. By carefully selecting and
incorporating specific scents into their products or retail environments, brands can tap into the power of
olfactory perception to create memorable and immersive brand experiences for consumers.
Sensory Information - Gustatory
 Here are some examples to illustrate the use of sensory gustatory input (i.e sense of taste)
 Maggi: Maggi, a popular instant noodle brand in India, has created a distinct taste that is associated with comfort
food. The savory and flavorful taste of Maggi noodles has become iconic and is often enjoyed by people of all age
groups.
 Haldiram's: Haldiram's, a renowned Indian snacks and sweets brand, offers a wide range of products with distinct
flavors. Whether it's their spicy namkeens, sweet jalebis, or tangy chaats, Haldiram's creates gustatory experiences
that cater to diverse taste preferences.
 Coca-Cola: Coca-Cola, a global beverage brand, is known for its signature taste. The refreshing and fizzy flavor of
Coca-Cola has become instantly recognizable and is associated with enjoyment and indulgence.
 Lay's: Lay's, a popular potato chip brand, offers a variety of flavors to cater to different taste preferences. From
classic flavors like salted and sour cream and onion to unique options like barbecue and cheese, Lay's provides
gustatory experiences that appeal to a wide range of consumers.
 Cadbury: Cadbury, a renowned chocolate brand, is celebrated for its delectable and creamy taste. The smooth and
indulgent flavors of Cadbury chocolates create gustatory experiences that are associated with joy and indulgence.
 The above are examples of how brands leverage gustatory information to create distinct taste experiences
and evoke specific emotions.
Sensory Information - Tactile
 Here are some examples to illustrate the use of sensory tactile input (i.e sense of touch)
 Fabindia: Fabindia, an Indian retail brand, specializes in handcrafted products made with natural materials like cotton, silk, and
linen. The tactile experience of their clothing, fabrics, and home furnishings emphasizes the quality, craftsmanship, and texture
associated with traditional Indian textiles.
 Kama Ayurveda: Kama Ayurveda, an Indian skincare and wellness brand, offers products made from natural ingredients. Their
packaging often incorporates tactile elements like textured labels or wooden caps, providing a sensory experience that aligns with
their brand ethos of organic and holistic wellness.
 Raymond: Raymond, an Indian textile and apparel brand, is known for its premium suiting fabrics. The tactile experience of their
fabrics, characterized by softness, smoothness, and quality, creates a sensory perception of luxury and comfort.
 IKEA: IKEA, a multinational furniture and home accessories retailer, allows customers to physically interact with their products in
their showrooms. By providing tactile experiences, such as sitting on sofas, lying on mattresses, or opening drawers, IKEA creates a
sense of engagement and helps customers make informed decisions about their purchases.
 LEGO: LEGO, a global toy company, focuses on the tactile experience of their building blocks. The interlocking pieces and their
unique texture allow children and adults alike to engage their sense of touch while building and playing, promoting creativity and
sensory exploration.
 These examples highlight how various brands, across different industries, consider tactile information as a crucial
element in sensory perception. By focusing on the texture, quality, and physical interaction with their products, brands
can create memorable and engaging experiences that resonate with consumers and contribute to their overall brand
perception.
Sensory Input and Culture
Sensory input and culture are closely intertwined as culture plays a significant role in shaping our sensory
perceptions and preferences. Here's how sensory input and culture are interconnected:
 Perceptual Variations:
 Different cultures may perceive and interpret sensory stimuli differently. For example, certain smells, tastes, or
textures that are appealing in one culture may be perceived differently or even considered unpleasant in another
culture. Cultural factors, such as food preferences, aesthetic standards, and traditional practices, influence how
individuals perceive and respond to sensory input.
 Example: In Indian cuisine, the use of spices like turmeric and cumin is prevalent and highly appreciated. The
aromatic flavors of these spices are deeply embedded in Indian culture. However, individuals from different cultural
backgrounds might perceive these flavors differently or find them overwhelming due to variations in taste
preferences.
 Shops selling traditional Indian clothes are more colourful and cosy as compared to shops selling business wear or
western clothes
Sensory Input and Culture
 Cultural Conditioning:
 Individuals are socialized within their cultural contexts to develop specific sensory preferences and sensitivities.
Cultural norms, values, and traditions influence the way people learn to perceive and interpret sensory stimuli. For
instance, certain scents or sounds may evoke specific cultural associations or emotional responses due to cultural
conditioning.
 Example: In Indian culture, the fragrance of jasmine flowers is often associated with weddings and auspicious
occasions. Individuals who grew up in this cultural context may find the scent pleasant and nostalgic. However,
someone from a different culture may not have the same emotional connection or association with the scent of
jasmine.
 Symbolic Meanings:
 Sensory input often carries symbolic meanings embedded within a culture. Certain smells, colors, or sounds may
hold cultural significance or represent specific rituals, traditions, or beliefs. These symbolic associations shape how
individuals perceive and interpret sensory information, as they are influenced by the cultural context and the shared
meanings associated with those stimuli.
 Example: In Indian culture, the color red is often associated with auspiciousness and celebration. It is commonly
used in traditional wedding attire and religious ceremonies. The color carries symbolic meaning, representing love,
passion, and good fortune within the cultural context.
 The symbolism of “Swastik” which is a holy symbol for Indians is frowned up on the west as they associate it with
“Swastika” – a symbol used by Hitler and Nazi Germany
Sensory Input and Culture
 Aesthetic Preferences:
 Cultures often have distinct aesthetic preferences that influence sensory experiences. Visual aesthetics, for example,
may vary across cultures in terms of color palettes, patterns, and design elements. Similarly, auditory preferences,
such as musical styles and rhythms, can vary significantly between cultures. These aesthetic preferences guide
individuals' sensory experiences and preferences within their cultural contexts.
 Example: Indian classical music, with its intricate melodies and rhythmic patterns, has a distinct aesthetic preference
in terms of tonal structures and improvisation. This preference shapes the sensory experience of individuals who
appreciate and engage with this cultural form of music.
 Cultural Expressions:
 Sensory input is integral to cultural expressions, including art, music, dance, and cuisine. Cultural practices often
incorporate sensory elements to evoke specific emotions, tell stories, or reinforce cultural identities. For instance,
traditional dances may involve specific body movements and rhythms, while cuisine may incorporate unique flavors
and textures that are deeply tied to cultural heritage.
 Example: The intricate and colorful patterns of mehndi (henna) designs in Indian culture serve as a visual
representation of celebrations and ceremonies. The tactile experience of applying and wearing mehndi is not only a
cultural practice but also an artistic expression.
Perceptual Selection
 Perceptual selection, also known as selective perception, refers to the process by which individuals
selectively attend to and perceive certain stimuli from the vast array of sensory information available in
their environment. It involves filtering and focusing on specific aspects of the sensory input while
disregarding or minimizing others.
 Perceptual selection is influenced by various factors, including individual characteristics, situational
factors, and the nature of the stimuli itself. Here are some key points related to perceptual selection:
 Attention: Attention plays a crucial role in perceptual selection. People tend to direct their attention toward stimuli
that are relevant to their needs, interests, or goals. For example, if someone is interested in purchasing a new
smartphone, they may pay more attention to advertisements, reviews, and features related to smartphones while
ignoring stimuli that are unrelated to their current goal.
 Perceptual Filters: Individuals have perceptual filters that influence their selective attention. These filters can be
based on personal values, beliefs, attitudes, past experiences, and cultural factors. These filters shape how
individuals perceive and interpret stimuli. For instance, a person with a strong interest in environmental issues may
be more attentive to messages related to sustainability and eco-friendly practices.
Perceptual Selection
 Stimulus Salience: Certain stimuli stand out and grab our attention due to their salience. Factors like intensity,
contrast, novelty, and relevance can make a stimulus more noticeable and likely to be selected for further processing.
For example, a bright and flashy advertisement in a magazine may capture more attention compared to surrounding
ads due to its higher salience.
 Perceptual Biases: Perceptual biases can influence what individuals notice and how they interpret stimuli. These
biases can include confirmation bias (interpreting information in a way that confirms preexisting beliefs), halo effect
(forming a generalized impression based on one characteristic), or stereotypes (making assumptions based on
preconceived notions about a group or category).
 It is important to understand that perceptual selection is subjective and can vary among individuals.
Different people may focus on different aspects of the same stimulus, leading to differences in perception
and interpretation. Marketers and advertisers often strive to capture the attention of their target audience by
understanding and leveraging the factors that influence perceptual selection.
Interpretation: Cues
 Interpretation is the process by which individuals assign meaning to the sensory information
they perceive. Cues are the signals or stimuli that guide our interpretation and understanding of
sensory inputs. Here's an elaboration on interpretation and cues, along with brand examples:
 Visual Cues: Visual cues are the visual elements that provide important information for interpretation.
For example, colours, shapes, and symbols used in branding and packaging can convey specific
meanings. The brand Amul, known for its dairy products in India, uses a colorful and vibrant logo with
a young girl known as the "Amul girl." The visual cues of the logo evoke a sense of freshness,
playfulness, and quality, which contributes to the interpretation of Amul as a trusted and enjoyable
brand.
 Verbal Cues: Verbal cues involve language and verbal communication that influence interpretation.
Brand names, slogans, and advertising messages play a crucial role in shaping how consumers perceive
and interpret a brand. For instance, the brand tagline "Har Ek Friend Zaroori Hota Hai" (Every friend
is important) used by Vodafone in India conveys a message of connectivity and the importance of
relationships, influencing the interpretation of Vodafone as a brand that fosters connections and
friendships.
Interpretation: Cues
 Contextual Cues: Contextual cues refer to the environmental or situational factors that provide additional information for
interpretation. Brands often consider the context in which their products or messages are encountered to shape consumer
interpretation. For example, the Indian brand Rajdhani, which specializes in vegetarian thali meals, uses traditional
Indian decor, music, and ambiance in their restaurant settings to create a cultural context that enhances the interpretation
of their brand as an authentic and immersive dining experience.
 Social Cues: Social cues are cues derived from social interactions and norms that guide interpretation. Consumers often
rely on social cues to understand how others perceive a brand and to form their own interpretations. For instance,
endorsements or testimonials from popular Indian celebrities in advertisements can serve as social cues that influence the
interpretation of the brand's quality, reliability, or desirability.
 Experiential Cues: Experiential cues are derived from personal experiences and memories associated with a brand.
Brands create unique experiences through their products, services, and interactions, which shape consumer interpretation.
For example, the brand Chumbak, known for its quirky and colorful merchandise, creates a distinct experiential cue that
evokes a sense of fun, creativity, and individuality, influencing the interpretation of the brand as a vibrant and unique
lifestyle choice.
 These examples demonstrate how interpretation is influenced by various cues, including visual, verbal, contextual, social,
and experiential cues. Brands strategically utilize these cues to shape consumer perception, influence brand
interpretation, and create meaningful connections with their target audience.
Interpretation: Consumer Imagery
 Consumer imagery refers to the mental images, associations, and perceptions that consumers have about a
brand or product. It involves the interpretation and construction of meaning based on personal experiences,
beliefs, values, and cultural influences. Here's an elaboration on interpretation and consumer imagery,
along with examples:
 Brand Associations: Consumer imagery is often formed through the associations consumers have with a brand.
These associations can be based on various factors such as brand attributes, benefits, emotions, and experiences.
 The Indian brand Taj Mahal Tea is often associated with words like "aromatic," "rich," and "refreshing." These associations
contribute to the consumer imagery of the brand as a premium and indulgent tea choice.
 Tata Salt is associated with purity and trust. The brand’s focus on providing pure and high-quality salt has created a strong
association with reliability and health-consciousness amongst consumers
 Tanishq: it is a renowned jewelry brand, which is associated with elegance, craftsmanship and heritage. The brand’s designs,
use of precious metals and stones and the emphasis on celebrating Indian traditions, and culture have established it as a
symbol of luxury and prestige.
 Nike: Nike is strongly associated with attributes such as athleticism. performance and empowerment. The brand’s association
with professional athletes, its “Just Do It” slogan and its focus on innovation and high-quality products contribute to the
association
Interpretation: Consumer Imagery
 Symbolic Meaning: Consumer imagery can be influenced by the symbolic meaning attributed to a brand.
Brands often use symbols, logos, and visual cues to convey deeper meanings and create associations in
consumers' minds.
 Titan, a renowned watchmaker, uses its logo depicting a solid, powerful, and stylized letter "T." This symbol
represents precision, durability, and timeless elegance, contributing to the consumer imagery of Titan as a reliable
and prestigious watch brand.
 Tata Nano carries a symbolic meaning as a symbol of affordability, economic mobility as aspirations of the middle
class population. It represents a shift towards affordable car ownership for many Indian families
 Kurkure, a popular snack brand, carries a symbolic meaning of fun, excitement, and indulgence. It is often
associated with gatherings, celebrations, and casual snacking, representing a sense of enjoyment and light-
heartedness.
Interpretation: Consumer Imagery
 Brand Personality: Brand personality refers to the human-like characteristics and traits that consumers
attribute to a brand. Consumers often interpret brands as having distinct personalities, which helps to create
an emotional connection.
 Fevicol, known for its strong adhesive products, has been portrayed in advertisements as a friendly and reliable
companion. This interpretation of the brand's personality influences consumer imagery, associating Fevicol with
reliability and trustworthiness.
 Britannia, a leading biscuit brand, has a brand personality that is wholesome, comforting and nostalgic. The brand is
often associated with childhood memories, family bonding and a sense of familiarity.
 Royal Enfield, popular motorcycle brand, has a brand personality, that is rugged, adventurous and rebellious. The
brand is often associated with freedom, exploration and a sense of individuality.
 Coca-Cola has a brand personality that is cheerful, refreshing and sociable. The brand is often associated with
happiness, togetherness and creating memorable experiences, which contributes to its friendly and positive
personality
Perceptual Mapping
 Perceptual mapping is constructing a map-like diagram representing consumers’ perceptions of competing
brands along with relevant product attributes. Perceptual maps show marketers:
 How consumers perceive their brands in relation to competition
 How to determine the direction for altering undesirable consumer perception of their brands
 Gaps, in the form of un-owned perceptual positions that represent opportunities for developing new brands or
products
 The process of perceptual mapping involves the following steps:
 Identify key dimensions: Determine the relevant attributes or dimensions that consumers use to evaluate and
differentiate brands. These could include factors like price, quality, convenience, design, or any other attributes that
are important in the market.
 Conduct consumer research: Gather data from consumers through surveys, interviews, or focus groups to understand
their perceptions of various brands. Participants may be asked to rate or rank brands on each identified dimension to
capture their preferences and opinions.
 Determine the scale: Establish a rating scale or scoring system to quantify consumers' perceptions of each brand on
the identified dimensions. This can range from numerical scales to Likert scales or other rating methods, depending
on the research design.
 Plot the data: Create a visual representation of the data by plotting the brands on a two-dimensional graph. Each
brand is represented by a point or marker on the graph, with the position indicating its perceived attributes and
positioning relative to other brands.
Perceptual Mapping
 The process of perceptual mapping involves the following steps:
 Identify key dimensions: Determine the relevant attributes or dimensions that consumers use to evaluate and
differentiate brands. These could include factors like price, quality, convenience, design, or any other attributes that
are important in the market.
 Conduct consumer research: Gather data from consumers through surveys, interviews, or focus groups to understand
their perceptions of various brands. Participants may be asked to rate or rank brands on each identified dimension to
capture their preferences and opinions.
 Determine the scale: Establish a rating scale or scoring system to quantify consumers' perceptions of each brand on
the identified dimensions. This can range from numerical scales to Likert scales or other rating methods, depending
on the research design.
 Plot the data: Create a visual representation of the data by plotting the brands on a two-dimensional graph. Each
brand is represented by a point or marker on the graph, with the position indicating its perceived attributes and
positioning relative to other brands.
 Analyze the map: Interpret the perceptual map by examining the relative positions of the brands. Brands that are
closer together on the map are perceived as similar, while brands that are farther apart are perceived as distinct. The
map can reveal patterns, clusters, or gaps that indicate market opportunities or areas of differentiation.
 Define brand positioning: Based on the insights from the perceptual map, marketers can determine their brand's
positioning strategy. This involves identifying the desired target market segment and positioning the brand to
occupy a unique and favorable position in consumers' minds relative to competitors.
Perceptual Mapping
This is a perceptual map of leading chocolate brands sold in India
Hands on work

 Select a product and develop a perception map basis their cost, quality, features etc
 Write down your assumptions.