AMRP End Semester Presentation

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AMRP Report

The research report is embedded below :

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Steps in Conjoint Analysis

Click on the document below for a detailed process of the conjoint analysis, along with the screen shots.

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Factors influencing consumer behavior

Cultural Factors

Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class

Culture - The set of basic values perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Culture is the most basic cause of a person’s wants and behavior. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country.

Sub Culture - A group of people with shared value systems based on common life experiences and situations. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions. Many sub culture make up important market segments and marketers often design products.

Social Class - Almost every society has some form of social structure, social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests and behavior.

Social Factors

A consumer’s behavior also is influenced by social factors, such as the (i) Groups (ii) Family (iii) Roles and status

Groups - Two or more people who interact to accomplish individual or mutual goals. A person’s behavior is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups.

Family - Family members can strongly influence buyer behaviour. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.

Roles and Status - A person belongs to many groups, family, clubs or organizations. The person’s position in each group can be defined in terms of both role and status

Personal Factors

It includes i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality and self concept.

Age and Life cycle Stage - People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.

Occupation - A person’s occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors.

Economic situation - A person’s economic situation will affect product choice

Life Style - Life Style is a person’s Pattern of living, understanding these forces involves measuring consumer’s major AIO dimensions i.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business, Products)

Personality and Self concept - Each person’s distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.

Psychological Factors

It includes these Factors i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes

Motivation - Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of the need

Perception- The process by which people select, Organize, and interpret information to form a meaningful picture of the world.

Learning - Changes in an individuals’ behavior arising from experience.

Beliefs and Attitudes - Belief is a descriptive thought that a person holds about something. Attitude, a person’s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea

May I Have Your Attention Please

May I Have Your Attention Please -- More on the Von Restorff Effect!

In today's crowded marketplace, organizations are competing fiercely with tens of thousands of brands – and are actually competing for two specific things: Awareness and Attention. Awareness is getting a consumer to notice that you exist, and Attention is sparking enough interest in that consumer so that they willingly hold you in their awareness (and ideally, make others aware of you as well). You cannot achieve Attention without first achieving Awareness. 

Thus, many marketers spend considerable time and resource in "marketing and promotion", learning what they can and applying a variety of approaches to capture consumer Awareness. However, they often overlook one fundamental piece of the whole picture – once you've achieved Awareness, what does it take to turn it into Attention?

The answer is simple and basic – quality.

The ultimate success of a company, is bring a quality product into a wide awareness.

Intro to the research topic

Studying consumer reactions to the ‘Von Restorff Effect’

The Von Restorff effect (named after psychiatrist and children's paediatrician Hedwig von Restorff 1906–1962), also called the isolation effect, predicts that an item that "stands out like a sore thumb" (called distinctive encoding) is more likely to be remembered than other items. A bias in favour of remembering the unusual.

Modern theory of the isolation effect emphasizes perceptual salience and accompanying differential attention to the isolated item as necessary for enhanced memory. In fact, von Restorff, whose paper is not available in English, presented evidence that perceptual salience is not necessary for the isolation effect. She further argued that the difference between the isolated and surrounding items is not sufficient to produce isolation effects but must be considered in the context of similarity.

Von Restorff worked as a postdoctoral assistant to Wolfgang Köhler at the Psychological Institute of the University of Berlin up to the time that Köhler resigned in protest against Nazi interference with the Institute. (Köhler’s resignation in 1935 was precipitated by the dismissal of his postdoctoral assistants, who included not only von Restorff but also Karl Duncker)

During her time in Köhler’s laboratory, von Restorff published two papers, the second of which she co-authored with Köhler (Köhler & von Restorff, 1935). Von Restorff proposed the isolation effect in a paper she wrote in 1933 on the topic of spontaneous reminding which included a prescient discussion of the role of intentionality in the memory test.

For instance, if a person examines a shopping list with one item highlighted in bright green, he or she will be more likely to remember the highlighted item than any of the others.

Relevance in the Marketing Domain

In the 'attention age', when the plethora of media around us in constantly battling for a moment of our time, marketers make much use of this principle, each vying with the other to stand out from the crowd and hence be remembered by the target audience.