Part 16 Consumer Decision Making and Beyond

Presentation Transcript

Section 16 Consumer Decision Making and Beyond Copyright 2007 by Prentice Hall

Chapter Outline Levels of Consumer Decision Making Models of Consumer Decision Making Consumer Gifting Behavior Relationship Marketing Copyright 2007 by Prentice Hall

Levels of Consumer Decision Making Extensive Problem Solving A great deal of data required Must build up an arrangement of criteria for assessment Limited Problem Solving Criteria for assessment built up Fine tuning with extra data Routinized Response Behavior Usually audit what they definitely know Copyright 2007 by Prentice Hall

Ads regularly bid to purchasers who are searching for data to help them assess items. Copyright 2007 by Prentice Hall

Models of Consumers: Four Views of Consumer Decision Making An Economic View A Passive View A Cognitive View An Emotional View Copyright 2007 by Prentice Hall

A Simple Model of Consumer Decision Making Figure 16-2 Copyright 2007 by Prentice Hall

The Process of Consumer Decision Making Need Recognition Prepurchase Search Evaluation of Alternatives Copyright 2007 by Prentice Hall

Need Recognition Usually happens when shopper has an "issue" Need acknowledgment styles Actual state Desired state Copyright 2007 by Prentice Hall

Prepurchase Search Begins with interior inquiry and after that moves to outer pursuit The effect of the Internet Search might be close to home or unoriginal Copyright 2007 by Prentice Hall

Issues in Alternative Evaluation Evoked set Criteria utilized for assessing brands Consumer choice principles and their application Decisions by practically unskilled populace Going on the web for basic leadership help Lifestyles as a purchaser choice methodology Incomplete data Series of choices Decision standards and promoting technique Copyright 2007 by Prentice Hall

The Evoked Set Figure 16-3 Copyright 2007 by Prentice Hall

Issues in Alternative Evaluation Evoked Set Criteria utilized for assessing brands Consumer choice tenets and their application Decisions by practically ignorant populace Going on the web for basic leadership help Lifestyles as a customer choice system Incomplete data Series of choices Decision guidelines and showcasing procedure Copyright 2007 by Prentice Hall

Consumer Decision Rules Compensatory Noncompensatory Conjunctive Decision Rule Disjunctive Decision Rule Lexicographic Rule Copyright 2007 by Prentice Hall

Compensatory Decision Rules A kind of choice manage in which a buyer assesses each brand as far as each significant characteristic and afterward chooses the brand with the most noteworthy weighted score. Copyright 2007 by Prentice Hall

Non-compensatory Decision Rules A kind of customer choice manage by which positive assessment of a brand trait does not make up for a negative assessment of a similar brand on some other quality. Copyright 2007 by Prentice Hall

Conjunctive Decision Rule A noncompensatory choice control in which buyers build up an insignificantly worthy cutoff point for each trait assessed. Brands that fall underneath the cutoff point on any one property are killed from further thought. Copyright 2007 by Prentice Hall

Disjunctive Rule A noncompensatory choice control in which buyers build up an insignificantly worthy cutoff point for each important item property. Copyright 2007 by Prentice Hall

Lexicographic Rule A noncompensatory choice govern - customers first rank item properties as far as significance, then think about brands as far as the quality considered generally imperative. Copyright 2007 by Prentice Hall

Affect Referral Decision Rule A disentangled choice govern by which buyers settle on an item decision on the premise of their already settled general appraisals of the brands considered, as opposed to on particular qualities. Copyright 2007 by Prentice Hall

Issues in Alternative Evaluation Evoked Set Criteria utilized for assessing brands Consumer choice standards and their application Decisions by practically unskilled populace Going on the web for basic leadership help Lifestyles as a shopper choice procedure Incomplete data Series of choices Decision guidelines and advertising methodology Copyright 2007 by Prentice Hall

The Decision Process for Functionally Illiterate Consumers Figure 16-4 Copyright 2007 by Prentice Hall

Issues in Alternative Evaluation Evoked Set Criteria utilized for assessing brands Consumer choice tenets and their application Decisions by practically uneducated populace Going on the web for basic leadership help Lifestyles as a purchaser choice technique Incomplete data Series of choices Decision principles and showcasing system Copyright 2007 by Prentice Hall

Coping with Missing Information Delay choice until missing data is gotten Ignore missing data and utilize accessible data Change the choice methodology to one that better suits for the missing data Infer the missing data Copyright 2007 by Prentice Hall

Output of Consumer Decision Making Purchase conduct Postpurchase assessment Copyright 2007 by Prentice Hall

Purchase Behavior Three sorts of conduct Trial buys Repeat buys Long-term responsibility Copyright 2007 by Prentice Hall

Postpurchase Evaluation Actual Performance Matches Expectations Neutral Feeling Actual Performance Exceeds Expectations Positive Disconfirmation of Expectations Performance Is Below Expectations Negative Disconfirmation of Expectations Copyright 2007 by Prentice Hall

Gifting Behavior Gifting is a demonstration of typical correspondence, with express and verifiable implications extending from congrats and love, to lament, commitment, and predominance. Copyright 2007 by Prentice Hall

Table 16.13 Reported Circumstances and Motivations for Self-Gift Behavior CIRCUMSTANCES Personal achievement Feeling down Holiday Feeling focused Have some additional cash Need Had not purchased for self in a while Attainment of a fancied objective Others MOTIVATIONS To reward oneself To be pleasant to oneself To perk up oneself To satisfy a need To observe To calm worry To keep up a nice sentiment To give an impetus toward an objective Others Copyright 2007 by Prentice Hall

Relationship Marketing went for making solid, enduring associations with a center gathering of clients by making them like the organization and by giving them some sort of individual association with the business. Copyright 2007 by Prentice Hall

Proctor & Gamble Builds Relationships with Their Brands Proctor & Gamble Copyright 2007 by Prentice Hall

State Farm Insurance stresses relationship showcasing in their promoting. Copyright 2007 by Prentice Hall