MKTG 407 Consumer Decision-Making Processes Chapter 7 - PowerPoint PPT Presentation

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MKTG 407 Consumer Decision-Making Processes Chapter 7

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MKTG 407 Consumer Decision-Making Processes Chapter 7 Steps in Consumer Decision-Making 1. Problem Recognition 2. Information Search 3. Evaluate Alternatives 4. – PowerPoint PPT presentation

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Title: MKTG 407 Consumer Decision-Making Processes Chapter 7


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
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15
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
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