chapter 10: week 16-17 Flashcards by Trisha mae Villavilla

Q

3 Levels of Consumer Decision Making

A

Extensive Problem Solving
Limited Problem Solving
Routine Response Behaviour

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Q

Purchasing situations that necessitate a significant amount of
effort because the buyer has no prior experience or
knowledge of the product or suppliers.

A

EXTENSIVE PROBLEM SOLVING

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Q

Limited problem solving is used for products purchased occasionally or when buyers need to acquire information about an unfamiliar brand in a familiar product category.

A

LIMITED PROBLEM SOLVING

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Q

Routine response behavior is a buying situation in which the buyer has had considerable past experience.

A

ROUTINE RESPONSE BEHAVIOUR

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Q

GIVE 3 Consumer Decision Making – The Process

A

NEED RECOGNITION
PRE-PURCHASE SEARCH
EVALUATION OF ALTERNATIVES

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Q

the realization that there is a difference between actual and desired states.

A

NEED RECOGNITION

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Q

-The higher the gap, the stronger the need (or bigger the problem)

A

NEED RECOGNITION

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Q

Active: those you are aware of Inactive: those that you are not yet aware of (but exist)

A

Active Versus Inactive problems

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Q

Types of Problems

A

Active Versus Inactive problems
Those that require immediate solutions and those that do not require immediate solutions.

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Q

Problem Recognition and Marketing Strategy:

Identify existing _________ problems and find ________ for these.

A

consumer
solutions

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Q

Problem Recognition and Marketing Strategy:

________ the actual state.

A

Lower

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Q

Problem Recognition and Marketing Strategy:

Increase the __________state.

A

desired

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Q

Problem Recognition and Marketing Strategy:

Increase the importance of the ____ between actual and desired states.

A

gap

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Q

Problem Recognition and Marketing Strategy:

________ inactive problems to active problems.

A

Convert

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Q

Problem Recognition and Marketing Strategy:

Convert problems into ones requiring an _______________.

A

Immediate solution

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Q

Problem Recognition and Marketing Strategy:

Convert ________ problems to _______ problems.

A

inactive
active

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Q

GIVE 3 Pre-purchase search

A

Types of information
Types of information sought
Factors affecting extent of information search

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Q

7 Types of Information Sources
PERSONAL

A

Friends
Neighbors
Relatives
Co-workers
Computer
Salespeople
Calling the electronics Store

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Q

8 TYPES OF IMPERSONAL

A

Newspaper
Articles
Magazine
Articles
Consumer Reports
Direct-mail brochures
Information from product advertisements
Internal web site

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Q

3 Types of Information Sought

A

Brands or alternatives available
Evaluative criteria to be used – Generally, product features
Ratings of brands on evaluative criteria

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Q

Factors that Increase the Level of Pre-purchase Search

A

Product Factors
Situational Factors
Social Acceptability
Value-Related Factors
Consumer Factors

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Q

It is a long-lasting or infrequently used product.

A

PRODUCT FACTOR

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Q

There are frequent changes in product styling.

A

PRODUC FACTORS

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Q

Large volume is purchased.

A

PRODUCT FACTORS

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The price is high.

PRODUCT FACTORS

There are many alternative brands.

PRODUCT FACTORS

There is much variation in features

PRODUCT FACTORS

Experience is lower.

SITUATIONAL FACTORS

Previous experience was unsatisfactory.

SITUATIONAL FACTORS

Purchase is a gift.

SITUATIONAL FACTORS

Purchase is discretionary.

VALUE-RELATED FACTORS

Product is socially visible in use.

SITUATIONAL FACTORS

All alternatives have both positive and negative qualities.

VALUE-RELATED FACTORS

No agreement among users exists.

VALUE-RELATED FACTORS

Conflicting information is available.

VALUE-RELATED FACTORS

Other considerations exist.

VALUE-RELATED FACTORS

Consumers are well-educated, have higher income levels and are younger.

CONSUMER FACTORS

Consumers are low in dogmatism and risk perception.

CONSUMER FACTORS

Level of involvement is high. Shopping is seen as an enjoyable activity.

CONSUMER FACTORS

GIVE THE 2 Evaluation of Alternatives – Types of Consumer Choice Processes

AFFECTIVE CHOICES ATTRIBUTE-BASED CHOICES

May require both external and internal search

Attribute-based choices.

More holistic; an overall evaluation Based on how one feels about a purchase

AFFECTIVE CHOICES

Have pre-determined evaluative criteria

Attribute-based choices.

Complicated decision rules may be used.

Attribute-based choices.

Can be tangible or intangible Include surrogate

NATURE OF EVALUATE CRITERIA

indicators –Attributes that are used as indicators of another attribute

NATURE OF EVALUATE CRITERIA

Are often ranked in order of importance

NATURE OF EVALUATE CRITERIA

3 Consumer Decision Rules

PROCEDURES COMPENSATORY NON-COMPENSATORY

used by consumers to facilitate brand or other consumption-related choices

PROCEDURES

Brands evaluated in terms of each relevant criteria and the best brand (or one with the highest score) is chosen

COMPENSATORY

Positive evaluations do not compensate for negative evaluations

Non-Compensatory

Product attributes are identified

Conjunctive Decision Rule

a minimally acceptable cutoff point is established for each attribute

Conjunctive Decision Rule

consumers identify product attributes

Disjunctive Decision Rule

brands that fall below the cutoff point on any one attribute are eliminated from further consideration.

Conjunctive Decision Rule

establish a minimally acceptable cutoff point for each attribute

Disjunctive Decision Rule

Product attributes are identified

Lexicographic Decision Rule

accept the brand that meets or exceeds the cutoff for any one attribute

Disjunctive Decision Rule

Lifestyles as a Consumer Decision Strategy

Issues in Alternative Evaluation

Product attributes are ranked in terms of Importance

Lexicographic Decision Rule

Change the decision strategy to one that better accommodates for the missing information

Coping with missing information

Brands are compared in terms of the attribute considered most important

Lexicographic Decision Rule

Get products into consumers evoked set

Information search and marketing

If there is a tie, the scores on the next attribute are considered

Lexicographic Decision Rule

Brand that scores highest on the first attribute is chosen

Lexicographic Decision Rule

Non-comparable Alternatives

Issues in Alternative Evaluation

Incomplete Information

Issues in Alternative Evaluation

Delay decision until missing information is obtained

Coping with missing information

Series of Decisions

Issues in Alternative Evaluation

Consumption Vision –Mental picture of the consequences of using a particular product

Issues in Alternative Evaluation

Identify decision rule used by target market and use suitable promotional messages

Alternative Evaluation and Marketing Strategy

Infer the missing information

Coping with missing information

Ignore missing information and use available information

Coping with missing information

Limit information search if your brand is the preferred brand

Information search and marketing

Increase information search if your alternative is not the preferred brand

Information search and marketing

Influence the choice of evaluative criteria

Alternative Evaluation and Marketing Strategy

Influence the rating of your product on evaluative criteria used

Use surrogate indicators effectively.

Alternative Evaluation and Marketing Strategy

Use point-of-purchase advertising effectively.

Information search and marketing

Use consumption vision’

Alternative Evaluation and Marketing Strategy