ANALYSING

MARKETS

PSCHOLOGICAL PROCESSES THAT THAT

INFLUENCES RESPONCES TO THE

MARKETING PROGRAM

MOTIVATION

LUXURY IS MOTIVATION TO BUY A CAR

FREUD’S THEORY

PSYCHOLOGICAL FORCES SHAPING PERSON’S BEHAVIOUR ARE LARGELY UNCONSCIOUS AND PERSON CAN’T FULLY UNDERSTAND HIS OWN MOTIVATIONS

MASLOW’S THEORY

HERZBERG’S THEORY ABSENCE OF DISSATISFIERS +PRESENCE OF

SATISFIERS = MOTIVATION FOR PURCHASE

PERCEPTION

IT IS THE PROCESS BY WHICH WE SELECT, PROCESS

,ORGANIZE AND INTERPRET INFORMATION INPUTS TO

CREATE A MEANINGFUL IMAGE OF THE WORLD

PERCEPTION

SELECTIVE

ATTENTION

SELECTIVE

DISTORTIO

N

SELECTIVE

RETENTION

SELECTIVE ATTENTION

PEOPLE ARE MORE LIKELY

TO SEE STIMULY RELATED

TO CURRENT NEEDS

PEOPLE ARE MOST LIKELY TO

NOTICE STIMULI THEY ANTICIPATE

PEOPLE ARE MORE LIKELY TO

NOTICE STIMULI WHOSE

DEVIATIONS ARE LARGE IN

RELATIONSHIP TO THE

NORMAL SIZE OF THE

STIMULI

SELECTIVE DISTORTION

THE TENDENCY TO INTERPRET INFORMATION IN A WAY

THAT FITS OUR PRECONCEPTIONS

SELECTIVE RETENTION

CONSUMER RETAINS INFORMATION

THAT SUPPORTS THEIR ATTITUDE

AND BELIEFS

LEARNING

MARKETERS CAN BUILD DEMAND FOR

A PRODUCT BY ASSOCIATING IT WITH

STRONGER DRIVES, USING

MOTIVATION CUES AND POSITIVE

REINFORCEMENT

CHANGES IN BEHAVIOUR OF CUSOMERS ARISING FROM

EXPERIENCES

MEMORY

SHORT TERM

MEMORY

LONG TERM

MEMORY

ASSOCIATIVE NETWORK MEMORY MODEL

MEMORY IS SET OF NODES AND LINKS

NODE: STORES INFORMATION

LINKS: CONNECTS NODES TO SHARE INFORMATION

LINKS CONSIST OF ALL

BRAND RELATED

THOUGHTS, FEELINGS,

IMAGES, BELIEF,

ATTITUDES

BRAND KNOWLEDGE: NODE IN MEMORY

FOUR MAIN PSYCHOLOGIACAL PROCESSES

THAT AFFECT CONSUMER BEHAVIOUR ARE

MOTIVATION, PERCEPTION, LEARNING

AND MEMORY