1 / 15

MKTG 407 Consumer Decision-Making Processes Chapter 7

MKTG 407 Consumer Decision-Making Processes Chapter 7. Steps in Consumer Decision-Making. 1. Problem Recognition. 2. Information Search. All steps affected by: Cultural Social Individual & Psychological Factors. 3. Evaluate Alternatives. 4. Product Choice. 5. Post Purchase Behavior.

macayle
Download Presentation

MKTG 407 Consumer Decision-Making Processes Chapter 7

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. MKTG 407 Consumer Decision-Making ProcessesChapter 7

  2. Steps in Consumer Decision-Making 1. Problem Recognition 2. Information Search All steps affected by: Cultural Social Individual & Psychological Factors 3. Evaluate Alternatives 4. Product Choice 5. Post Purchase Behavior An Illustration with Ideas for Nuggets/Underhill PPTs

  3. Exercise Think of a recent consumer decision Walk through five steps of consumer decision-making process Identify at least one factor that affected your response at each stage Discuss with person sitting next to you

  4. Steps in Consumer Decision-Making 1. Problem Recognition • A difference between current and desired or ideal state • Can be driven by internal (hunger) or external (friends) factors • Can be driven by future goals/aspirations, which rest on our values • Can be influenced by recent events/life transitions (from college to the “real world”) • “Ideal states” can become distorted and detrimental (Ad1, Ad2)

  5. Steps in Consumer Decision-Making 2. Information Search • Searching for appropriate information to make a decision • Internal sources • Memory for… • Brands • Attributes • Evaluations • Experiences

  6. Steps in Consumer Decision-Making 2. Information Search • Brand recall enhanced when… • Brand is prototypical • Brand is familiar • Brand is linked with goals/usage situations • Brand attitude is favorable • Linked with retrieval cues • Application to Starbucks Via?

  7. Steps in Consumer Decision-Making 2. Information Search • Attribute recall enhanced when attribute is… • Accessible (strongest associative links) • Diagnostic (allows consumer to distinguish one product from another); negative more diagnostic than positive, so marketers try hard to avoid • Salient (e.g., shape of an iPod) • Has “attribute determinance” (attribute is both diagnostic and salient) • Vivid • Linked with goals

  8. Steps in Consumer Decision-Making 2. Information Search • Evaluation recall • While attributes can be recalled, often we forget details, but retain a general evaluation (e.g., of brand) • This is why creating favorable brand image is important beyond specific attributes • Experience recall • When product linked with an experience, easier to recall

  9. Steps in Consumer Decision-Making 2. Information Search • External sources • Common sources for external search • Retailer • Media • Friends • Independent (neutral) sources: CNET • Experiential (trials, test drives) • Search enlarges when perceived risk & interest are high, and confidence, knowledge, experience low

  10. Forming a Consideration Set of Brand Choice Alternatives Golden Corral – Baby Back Ribs Golden Corral – Comfort Food

  11. Steps in Consumer Decision-Making 3. Evaluate Alternatives 4. Product Choice • Info search  “evoked (consideration) set” • Once consideration set established, a variety of factors can influence how consumers evaluate and choose among alternatives

  12. Formal Models of Information Integration Processes

  13. Role of Heuristics in Consumer Decision-Making • Heuristics • Simple “if . . ., then . . .” propositions (rules of thumb) that connect an event with an appropriate action • Heuristics particularly important in • Search • Evaluation • Choice

  14. Steps in Consumer Decision-Making 5. Post Purchase Behavior • Post-purchase evaluation • Satisfaction based on expectations • Larger gap, less satisfaction • Reduce post-decisional regret (cog. dissonance) • Other post-purchase behaviors • Repeat purchase • Good vs. bad word of mouth

More Related