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Consumer Behaviour

By preetisingh14 Oct 10, 2009 932 Words
NAME: PREETI SINGH
ROLL NO:108B01
GROUP 1

ASSIGNMENT IN CONSUMER BEHAVIOUR ON PERSONALITY :

(1). DESCRIBE THE TYPE OF PROMOTIONAL MESSAGE THAT WOULD BE MOST SUITABLE FOR EACH TYPE OF PERSONALTY MARKET SEGMENT.

ANS: (a) HIGHLY DOGMATIC CUSTOMERS: It is a personality trait that measures the degree of rigidity (versus openness) that individuals display towards unfamiliar and towards information that is contrary to their own established beliefs . A person who is high in dogmatism approaches the unfamiliar defensively while the person who is low in dogmatism will rarely consider unfamiliar or opposing beliefs. Consumers who are low in dogmatism i.e. closed minded persons generally prefer innovative products to traditional alternatives while consumers who are high in dogmatism prefer established products rather than the innovative product alternatives. So here the Promotional message towards which the highly dogmatic customers are more receptive is Ads for new products or services that contains an appeal from the authoritative figure. So here the marketer uses celebrities and experts to their new product advertising for making it easier for the potentially reluctant customers. While in contrast low dogmatic customers who have high innovativeness seems to be receptive towards messages that stress factual differences, product benefits and other forms of product usage information .

(B) Inner and other directed customers: Inner directed customers tend to rely on their own inner values or standards in evaluating new products and are likely to be the consumer innovators. Conversely, other directed customers tend to look to others for guidance as to what is appropriate or what is inappropriate. Both of them are attracted towards different types of promotional messages. Inner directed people seems to be prefer ads that stress product features and personal benefits ( enabling them to use their own values and standards in evaluating products whereas the other directed customers prefer ads that feature an approving social environment or social acceptance( this in keeping with their tendency to look at others or to act a part of it) . Thus the other directed customers seems to be more responsive towards appeals that are based on social or group affiliations rather than the informational content of an ad) .

(c) Consumers with high optimum stimulation level: These type of consumers have the ability and willingness to take risks, to try new products , to be innovative to seek purchase related information so these types of customers generally prefer more customized and fashionable items and as well as the products which are more appealing , having novelty and this is their promotional message. For example the willingness’ of the youth to prefer special types of branded jeans like that of levis which are especially designed for a better fit or the appearance or may try woodland shoes as a part of trying something new.

(d) Consumers with need for cognition: Need for cognition generally measure the person craving for enjoyment for thinking. Normally the consumers with high need for cognition prefer ad which are rich in product related information while that having lower need for cognition seems to be the part of the background aspect of the ad such as the attractive model or well known celebrity. So for the consumer with low need for cognition promotional message would be cartoon message seems to be more effective in changing their behaviors while for consumers having high need for cognition written message seems to play an important part in changing their behaviour. So the consumers having high NC are likely to spend more time in processing print advertisements. For example consumers having NC uses internet frequently for seeking product information, current events, all types of news right from sports to entertainment. But here those consumers with high need for cognition prefer websites having low visual complexity and high verbal complexity while in case of consumer with low need for cognition the situation is typically the reverse.

(e). Visualizers and verbalizers: Visualizers are those who prefer visual information and products that stress the visual such as membership in a videotape club while visualizers are those who prefer the written information and products like membership in a book club. So the promotional message for visualizers would be the ad displaying strong visual dimensions like the Pontiac ad of general motors corporation. And for that of the verbalizers the promotional message would be to raise a question to customer and provides the corresponding answer or a feature having detailed description or point to point explanation in order to attract the verbalizers. For example Rosetta Stone a company which teaches language portray the point top point methods how to learn a language with full guarantee involving all the techniques of learning, reading writing and speaking skills.

2. Classification of Indian Middle class population in India

300 million is the middle class consumer base in India which has almost saving or comparable purchasing power as middle class income group. India’s 61% of total urban income comes from house hold that can be classified as middle class (Rs. 75000-5,00,000 per annum). Upper Middle Class: Income level more than 4 times poverty line level. They constitute about 22%. Middle-Middle calss: Income level between 2 and 4 times poverty line level. They constitute about 29%. Lower Middle Class: Income level between poverty line level and 2 times the poverty line level. They constitute about 10%.

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