consumerdecisionmaking-110213055101-phpapp01.ppt

8/14/2019 consumerdecisionmaking-110213055101-phpapp01.ppt

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Consumer DecisionMaking


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Levels of Consumer Decision

MakingExtensive Problem

Solving

Limited Problem

Solving

Routine Response

Behavior


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Models of Consumers: FourViews of Consumer Decision

Making

An Economic View

A Passive ViewA Cognitive View

An Emotional View


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Goal Setting and Pursuit

GoalSetting

Formationof Goal

Intention

ActionPlanning

ActionInitiation/

Control

Goal

Attainment/

Failure

Feedback


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A Simple Model of Consumer Decision Making

Firms Marketing Efforts

1. Product

2. Promotion

3. Price

4. Channels of distribution

Sociocultural Environment

1. Family

2. Informal sources3. Other noncommercial sources

4. Social class

5. Subculture and culture

Need Recognition

Prepurchase Search

Evaluation of Alternatives

Psychological Field

1. Motivation

2. Perception

3. Learning

4. Personality

5. Attitudes

Experience

Purchase

1. Trial

2. Repeat purchase

Postpurchase EvaluationOutput

Process

Input

External Influences

Consumer Decision Making

Postdecision Behavior


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Three Stages of Consumer

Decision Making

Need Recognition

Prepurchase Search Evaluation of Alternatives


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Factors that are Likely to Increase

Prepurchase Search

Product FactorsLong interpurchase time (a long-lasting or

infrequently used product)Frequent changes in product styling

Volume purchasing (large number of units)

High price

Many alternative brandsMuch variation in features


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continued

ExperienceFirst-time purchase

No past experience because the product is new

Unsatisfactory past experience within the product category

Social Acceptability

The purchase is for a giftThe product is socially visible

Value-Related Considerations

Purchase is discretionary rather than necessary

All alternatives have both desirable and undesirable consequences

Family members disagree on product requirements or evaluation of

alternatives

Product usage deviates from important reference group

The purchase involves ecological considerations

Many sources of conflicting information


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continued

Product Factors

Demographic Characteristics of Consumer

Well-educated

High-income

White-collar occupationUnder 35 years of age

Personality

Low dogmatic

Low-risk perceiver (broad categorizer)Other personal factors, such as high product involvement and

enjoyment of shopping and search


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Issues in Alternative

Evaluation Evoked Set Criteria Used for Evaluating Brands Consumer Decision Rules

Lifestyles as a Consumer Decision Strategy Incomplete Information and Noncomparable

Alternatives Series of Decisions Decision Rules and Marketing Strategy Consumption Vision


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The Evoked Set as a Subset of All

Brands in a Product Class

All

Brands

Known

Brands

Unknown

Brands

Overlooked

Brands

Indifferent

Brands

Unacceptable

Brands

Acceptable

Brands

Not Purchased

Brands

Purchased

Brands

Evoked Set Inept Set Inert Set

(1)

(2) (3) (4)

(5)


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Inept Set

Brands that a consumer

excludes from purchase

consideration.


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Inert Set

Brands that a consumer

is indifferent toward

because they are

perceived as having no

particular advantage.


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Consumer Decision Rules Compensatory

Non compensatory Conjunctive Decision Rule Disjunctive Decision Rule

Lexicographic Rule


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CompensatoryDecision Rules

A type of decisionrule in which a

consumer evaluates

each brand in terms

of each relevant

attribute and then

selects the brand

with the highestweighted score.


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Non-

compensatoryDecision

Rules

A type of consumerdecision rule by which

positive evaluation of

a brand attribute doesnot compensate for a

negative evaluation of

the same brand on

some other attribute.


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Conjunctive

Decision

Rule

A noncompensatory

decision rule in whichconsumers establish a

minimally acceptable

cutoff point for each

attribute evaluated.

Brands that fall below

the cutoff point on any

one attribute areeliminated from further

consideration.


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DisjunctiveRule

A noncompensatory

decision rule in which

consumers establish a

minimally acceptable

cutoff point for each

relevant product

attribute.


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LexicographicRule

A noncompensatory

decision rule -

consumers first rank

product attributes in

terms of importance,then compare brands

in terms of the

attribute consideredmost important.


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Affect

ReferralDecision

Rule

A simplified decision

rule by which consumers

make a product choice

on the basis of their

previously establishedoverall ratings of the

brands considered, rather

than on specificattributes.


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Outcomes of Postpurchase

EvaluationActual Performance Matches

Expectations Neutral Feeling

Actual Performance ExceedsExpectations

Positive Disconfirmation of Expectations Performance is Below Expectations

Negative Disconfirmation of Expectations


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Gifting BehaviorGifting is an act of symboliccommunication, with explicit and

implicit meanings ranging fromcongratulations and love, to regret,obligation, and dominance.


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A Simple Model of Consumption

Choice or Purchase Decision

Consumption Set

Added to ones assortment or portfolio

Consuming Style

How the individual fulfills his or her

consumption requirements

Using, Possessing, Collecting, Disposing

Consuming and Possessing Things and Experiences

Altered consumer satisfaction, change in lifestyle and/or

quality of life, learning and knowledge, expressing and

entertaining oneself

Feelings, Moods, Attitudes, Behavior

Input

Process of

Consuming

and

Possessing

Output

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