Lecture Unit 9: Pre-purchase, purchase and post-ppurchase proces (2/3) Flashcards
(37 cards)
What are noncompensatory evaluation strategies?
= a product’s weakness on one attribute cannot be offset by strong performance on another attribute
What is the Lexicographic strategy?
- Brands are compared based on the most important attribute
- The brand that scores highest on this attribute is chosen
- If multiple brands score equally, the comparison moves to the second most important attribute,
- and so on, until a winner is identified.
What distinguishes the elimination by aspects strategy from the lexicographic strategy?
- Similar to the lexicographic strategy, brands are compared on key attributes one at a time
- However, the consumer sets a cutoff point for each attribute
- Brands that do not meet the cutoff for any attribute are immediately eliminated from consideration
How does the conjunctive strategy work in selecting brands?
- Each brand is compared, one at a time, against a predefined set of minimum acceptable standards for each salient attribute
- A brand must meet or exceed all the established cutoffs for all attributes to be chosen
What are compensatory evaluation strategies in consumer decision-making?
- a perceived weakness in one attribute of a product can be offset by a strong performance in another
What is the simple additive strategy in consumer decision-making? (Compensatory evaluation strategies)
- the consumer evaluates each alternative based on a set of salient evaluative criteria
- They count or add the number of times each alternative is judged favorably across these criteria
- The alternative with the** highest total** number of favorable judgments is chosen
What is the weighted additive strategy in consumer decision-making? (Compensatory evaluation strategies?
- Judgments about an alternative’s performance on each attribute are weighted according to the importance of that attribute
- The alternative that scores the highest when all weighted scores are summed up is chosen
Why do consumers often struggle to determine the best alternative for themselves?
- Consumers often face difficulties in decision-making
- because they may not have the capability or the necessary information to accurately evaluate all available choice alternatives.
- This limitation can lead to suboptimal choices
How do consumers use signals in decision-making, and what are the risks?
- tend to rely on signals such as price, brand name, warranty, and packaging to infer product quality
- these signals may not always be accurate indicators of actual quality, leading to potential misjudgments
What do consumers decide in the purchase process?
- Whether to buy
- When to buy
- What to buy (product type/brand)
- Where to buy
- How to pay
–>Consumers Make
- A fully planned purchase
- A partially planned purchase
- An unplanned purchase
What is a fully planned purchase?
Fully planned: both the product and brand are chosen in advance
- Purchase planning is more likely to occur when product involvement is high with purchase affected by in-store factors and marketing efforts
What is a partially planned purchase?
Partially Planned: intent to buy the product exists, but brand choice is deferred until shopping
- When involvement is low, consumers resort to buying a brand they know and like but may also be influenced by price reductions or special displays
What is a unplanned purchase?
Unplanned: both the product and brand are chosen at the point of sale
- In-store influences can guide product and brand choices made by consumers
- reminding them of a need and triggering a purchase
What is the purchase factor?
- When and if purchase occurs is affected by timing factors
- Timing also affects the price and the liklihood of a purchase
- When making a purchase, consumers must also decide how to pay - cash, checks, or plastic
What is important to consider for the retail image?
- Consumers rely on their overall perception of a store (store image)
- Involves both functional and emotional attributes
- The perceived level of crowding within the store may also affect shopping behavior, reducing shopping for some consumers while appealing to other segments
What are determinants of retailer sucess?
- Location
- Price
- Physical store attributes
- Consumer logistics
- Advertising and promotion
- Nature and quality of assortment
- Sales personnel
- Service offered
- Nature of store clientele
- Point of purchase displays
Determinants of retailer sucess:
What is important to consider about the location?
- Perceived in terms of time and hassle in addition to actual distance
- Cognitive maps or consumer perceptions of store locations and shopping areas are more important than actual location
- Consumers generally overestimate both actual distance and time
Determinants of retailer sucess:
What is important to consider about the nature and quality of assortment?
- Depth, breadth, and quality of assortment
- Specialty stores
- Mass merchandisers
- Department stores
- Value merchants
Determinants of retailer sucess:
What is important to consider about the price?
- Price as a determinant of store patronage varies by type of product
- The importance of price depends on the nature of the buyer
- Consumers’ perception of price is usually more important than the actual price
- Consumers ultimately rely on their overall image of the retailer to filter the effects of price advertising
Price promotions effect?
Effects of price promotions on:
- Building store patronage
- Demand for different brands
- Short-term buying behavior
- Long-term buying behavior
Determinants of retailer sucess:
What is important to consider about the advertising and promotion? (Image vs. information advertising)
Image advertising:
- Visual components and words that
help consumers form an expectation about their experience in the store
- and about what kinds of consumers will be satisfied with the store’s experience
Information advertising:
- Details provided about products, prices, hours of operation, locations
- and other attributes that might influence purchase decisions
Determinants of retailer sucess:
sales personnel: What makes them effective?
= Salespeople are important when choosing a store or shopping center
What makes a salesperson effective?
- Perceived knowledge and expertise
- Perceived trustworthiness
- Customer knowledge
- Adaptability
- Recruiting, training, and motivating
Determinants of retailer sucess:
What is important to consider about the service offered?
- Varies depending on the type of outlet and consumer expectations
- Includes such considerations as self-service facilities, ease of merchandise return, delivery, credit, and overall good service
Determinants of retailer sucess:
What is important to consider about the Physical store attributes?
- The physical properties of the retail environment designed to create an effect on consumer purchases are referred to as store atmospherics
- Can help shape the direction and duration of consumer attention, express the store’s character or elicit particular emotional reactions
