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Understanding Customer Attitudes and Value Perception in Pre-Purchase Decisions

This piece explores various customer attitudes that influence their pre-purchase decisions, focusing on the distinction between end-users and other customer types. Key attributes such as confidence in salespersons, the desire for local sourcing, and the need for technical knowledge are examined. Additionally, we delve into how factors like social recognition, risk aversion, and customer loyalty affect buying behavior. The communication model and the concept of customer value, defined through economic, functional, and psychological benefits, are discussed to provide insights into effective decision-making.

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Understanding Customer Attitudes and Value Perception in Pre-Purchase Decisions

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Presentation Transcript

  1. Pre-purchase Attitudes • Customer is/isnot “end-user” • Scorecard-attributes * Confidence in salesperson * Desire to buy complementary products/services * Desire- local source * Need for technical knowledge

  2. Attitudes(continued) • * Desire- to be regarded well by others • * Degree of habit • * Degree of aversion to risk • * Need- respect/recognition • Customer loyalty- how much? Why? • Opinion leaders- how to recognize/use

  3. Communication in Decisionmaking • Model of communication Sender(encode)=> Message=>Receiver(decode) Interference Blockage

  4. Customer Value • What is “Value”? * good/best/more value for money • How value is defined depends on “what” someone values-considers important • Interactive experience involving comparison rating, subjective rating, situational context

  5. Components of Value-Economic Model • Economic benefits • Functional benefits –save time? • Psychological benefits

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