TERM ASSIGNMENT

CONSUMER BEHAVIOUR

POST GRADUATE DIPLOMA IN MANAGEMENT

(Term-IV; Batch 2019-21)

Under the Guidance Of

Dr. Rajesh Sharma

Associate Professor Manager

Submitted By

Name: RUCHIKA SINGH

Roll No. PGFC1955

“JAIPURIA INSTITUTE OF MANAGEMENT”

“A-32 A, SECTOR-62, Institutional Area,”

“Noida- 201309 (U.P.)”

 Consumer behaviour

1. Perception:

Perception is a process through which people perceive, interpret, retrieve and respond to
knowledge of any kind.
In this individual select, organize and interpret the stimuli into a meaningful and
organized picture of the world.
Consumers behave on their assumption, and not on the basis of empirical fact.
Marketers create the perception in the mind of consumer. They need to understand the
customer perception to create the concepts for the consumers.

Elements of perception:

 Sensation: This mechanism reflects the processing of raw sensory information by the
sensory organs, which includes sights, sounds, object, odors , flavours

 Absolute threshold: lowest level at which individual experience sensation

 Differential threshold: ability to detect differences in stimulation levels,

 Subliminal perception

Example of perception: HEAD AND SHOULDER SHAMPOO

 Head & Shoulders is the world’s number one anti-dandruff shampoo. A power brand
from P&G. head and shoulders has positioned itself as a anti dandruff shampoo all
over the world. It has made the perception in consumer mind that this product is
majorly to remove dandruff.

It also come under the list of medicated shampoo as it removes the dandruff so a
perception has been created that its only to remove dandruff whenever consumer
heard head and shoulder.

2. Product anthrophorism:

Providing human like characteristics to products as well associate other attributes to those
products, such as intelligence and emotions.
These characteristics are not innate by the products but perceived by the customers and
how they distinguish those human like characteristics.

Example: NIRMA WASHING POWDER

NIRMA washing powder was once a leading detergent powder in India. The yellow
colour detergent got the name nirma and logo of the dancing girl after the founder
beloved daughter. In this product there is a dancing girl over the packet which indicates
that the company has used the human like characteristics for its products. Logo indicates
the bright, white clothes.
Now nirma girl is very famous whenever individual see this logo consumer automatically
reminded the product.
3. Guerrilla marketing

It’s an unconventional system of marketing. Customers are targeted at unexpected

places. Marketers approach the customer at different places. It usually a low cost
marketing method. It Include the widespread use of more personal interaction.
It aims to create extremely unconventional promotions that unforeseen capture people
in the midst of their everyday routines.

Example: COLGATE

In this case Colgate has opted the concept of guerrilla marketing by providing the ice
cream and cotton candy carrying a hidden message through a local ice cream
manufacturer. Once consumers are done the message printed on the tip of the stick
shaped like a toothbrush reveals “Don’t Forget” with the Colgate logo. This message
reminded consumers to brush their teeth.

In this case Colgate has used the innovative way to target the customer through the
unexpected way and unexpected place.

4. Ambush marketing:

It’s a promotional tactic which is designed to associate without making any payment
they just try to associate with event.
In this advertiser work to connect their product with a particular event in the minds of
potential customers, without having to pay the sponsorship expense for the event.
It’s a new promotional strategy to increase the brand awareness among the
consumers.

Example: AUDI VS BMW

AUDI AND BMW are come under the world’s largest car manufacturer. In this case the bmw
had hosted a rally. The event was publicized through campaign with slogan “A BMW
RALLY WITH TWO SERVICE CENTRES” WHAT NEXT, PARAMEDICS AT A
CHESS TOURNAMENT? Upon which Audi grab the oppournity of promoting their brand
and had put the billboard of its new A4 sedan in that rally with this slogan “chess? No
thanks, I’d rather be driving. After putting this billboard Audi had put another billboard
with slogan “your move, BMW” BY PROMOTING ITS NEW AUDI A4.

SO this is a clear case of ambush marketing in which Audi is sponsoring its brand
unofficially without paying in the campaign.
5. Stimulus generalization:

When a particular brand uses the family branding for all its new products in order to
extend its goodwill.
When a competing brand uses the similar packaging design as an already established
brand for its product. This is done in the hope of attracting consumers. It’s always up to
customer that he can choose any product and they have of so many reasons that they can
go for competing brand.

Example: GARNIER SKIN PRODUCTS RANGE

In this picture, generalization is that all the Garnier face products have more than one
thing in common which is

 Logo
 Product name
 Packaging
 Design on package either it’s in tube shape or in bottle

Its shows that company doing the stimulus generalization by using family brand name.

6. Stimulus discrimination:

When a brand uses its design in order to distinguish its products completely from the
competing brand. It’s a Result in the selection of a specific stimulus from among
similar stimuli.
In stimulus discrimination people have very different perception about liking
products.
 EXAMPLE: NESTLE MUNCH VS CADBURY PERK

Right the now these two brands are giving tough competition to each other to gain the market
share. Both have positioned themselves differently like Cadbury perk focuses on glucose
content while the munch focusing on the crunchier proposition.

Perk is struggling with their positioning which stand out the munch automatically.

In this picture we can see that munch logo is bigger than the perk which made it more
attractive and it grabs more attention as it covers the whole packet of the chocolate.