Promoting 334 Consumer Behavior

Marketing 334 consumer behavior l.jpg
1 / 26
0
0
1258 days ago, 466 views
PowerPoint PPT Presentation
Elective Evaluation and Selection. How Consumers Make Choices. In all actuality, all buyers have limited rationalityA restricted limit for preparing information.A metagoal alludes to the general way of the result being looked for.. . . . How Consumers Make Choices. Metagoals in Decision Making .

Presentation Transcript

Slide 1

´╗┐Advertising 334 Consumer Behavior Chapter 16 Alternative Evaluation and Selection From: Consumer Behavior , 10 th ed. By Hawkins, Mothersbaugh and Best

Slide 2

Alternative Evaluation and Selection

Slide 3

How Consumers Make Choices in actuality, all buyers have limited soundness A constrained limit with respect to handling data. A metagoal alludes to the general way of the result being looked for.

Slide 4

How Consumers Make Choices Metagoals in Decision Making

Slide 5

How Consumers Make Choices Affective Choice Attitude-Based Choice Attribute-Based Choice Three sorts of shopper decision forms: 16-5

Slide 6

How Consumers Make Choices Affective Choice Affective decisions have a tendency to be more all encompassing. Mark not decayed into particular segments for independent assessment. Assessments by and large concentrate on how they will make the client feel as they are utilized. Decisions are frequently construct fundamentally in light of the prompt enthusiastic reaction to the item or administration.

Slide 7

Attribute-Based Choice Requires the learning of particular qualities at the time the decision is made, and it includes property by-characteristic examinations crosswise over brands. State of mind Based Choice Involves the utilization of general mentalities, outline impressions, instincts, or heuristics; no quality by-trait examinations are set aside a few minutes of decision. How Consumers Make Choices Attribute-versus Attitude-Based Choice Processes

Slide 8

Avis Courtesy Avis, Inc.

Slide 9

Gucci Watch Gucci Watch

Slide 10

Evaluative Criteria Nature of Evaluative Criteria Evaluative criteria are ordinarily item components or properties related with either benefits fancied by clients or the costs they should bring about. Evaluative criteria can contrast in sort number significance 16-10

Slide 11

Evaluative Criteria Measurement of Evaluative Criteria Involves an assurance of: The Evaluative Criteria Used Judgments of Brand Performance on Specific Criteria The Relative Importance of Evaluative Criteria 16-11

Slide 12

Evaluative Criteria Determination of Which Evaluative Criteria Are Used Direct strategies incorporate asking customers what criteria they use in a specific buy. Backhanded methods accept purchasers won't or can't express their evaluative criteria. Projective systems Perceptual mapping

Slide 13

Evaluative Criteria Perceptual Mapping of Beer Brand Perception

Slide 14

Evaluative Criteria Determination of Consumers' Judgments of Brand Performance on Specific Evaluative Criteria Measuring customer judgments of brand execution on particular traits can include: Rank requesting scales Semantic Differential Scales Likert Scales

Slide 15

Evaluative Criteria Determination of the Relative Importance of Evaluative Criteria The significance appointed to evaluative criteria can be measured either by direct or by roundabout strategies. The consistent whole scale is the most widely recognized direct technique. Conjoint Analysis is the most widely recognized roundabout strategy.

Slide 16

Individual Judgment and Evaluative Criteria Accuracy of Individual Judgments Use of Surrogate Indicators The Relative Importance and Influence of Evaluative Criteria Evaluative Criteria, Individual Judgments, and Marketing Strategy 16-16

Slide 17

Decision Rules for Attribute-Based Choices Conjunctive Rule Disjunctive Rule Elimination-by-Aspects Rule Lexicographic Rule Compensatory Rule Non-compensatory 16-17

Slide 18

Decision Rules for Attribute-Based Choices Conjunctive Rule WinBook, Dell, IBM, and Toshiba are wiped out in light of the fact that they neglect to meet all the base benchmarks. Least 3 4 3 1 2 3

Slide 19

Decision Rules for Attribute-Based Choices Disjunctive Rule : Establishes a base required execution for each imperative quality (regularly an abnormal state). All brands that meet or surpass the execution level for any key property are satisfactory. On the off chance that base execution was:

Slide 20

Decision Rules for Attribute-Based Choices Disjunctive Rule WinBook, Compaq, and Dell meet least for no less than

SPONSORS