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Consumer Decision Making and Beyond

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CHAPTER FIFTEEN Consumer Decision Making and Beyond * Here is an outline of the topics for Chapter Fifteen. * Here is an outline of the topics for Chapter Fifteen. – PowerPoint PPT presentation

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Title: Consumer Decision Making and Beyond


1
Consumer Decision Making and Beyond
  • CHAPTER
  • FIFTEEN

2
Learning Objectives
  1. To Understand What a Consumer Decision Is.
  2. To Understand the Three Levels of Consumer
    Decision Making.
  3. To Understand Four Different Views or Models of
    Consumer Decision Making.
  4. To Understand in Detail the Model of Consumer
    Decision Making Originally Introduced in Chapter
    1.

Chapter Fifteen Slide
3
Learning Objectives (continued)
  1. To Understand the Nature and Scope of Consumer
    Gift Giving.
  2. To Understand the Significance of Consuming and
    Possessing.
  3. To Understand the Need for Relationship Marketing.

Chapter Fifteen Slide
4
What Would a Pet Owner Need to Know in Order to
Make a Decision About Buying Pet Insurance?
Chapter Fifteen Slide
5
Do I Need It? How Do I Get More Information?
Chapter Fifteen Slide
6
Levels of Consumer Decision Making
  • Extensive Problem Solving
  • A lot of information needed
  • Must establish a set of criteria for evaluation
  • Limited Problem Solving
  • Criteria for evaluation established
  • Fine tuning with additional information
  • Routinized Response Behavior
  • Usually review what they already know

Chapter Fifteen Slide
7
Models of Consumers Four Views of Consumer
Decision Making
  • An Economic View
  • A Passive View
  • A Cognitive View
  • An Emotional View

Chapter Fifteen Slide
8
Discussion Questions
  • How are the four models of consumer decision
    making similar?
  • How do they differ?

Chapter Fifteen Slide
9
Consumer Decision MakingFigure 15.3
Chapter Fifteen Slide
10
Discussion Question
  • What types of sociocultural inputs would
    influence the purchase of a
  • Plasma TV
  • Hybrid vehicle
  • Sugar-free ice cream

Chapter Fifteen Slide
11
Process - Need Recognition
  • Usually occurs when consumer has a problem
  • Need recognition styles
  • Actual state
  • Desired state

Chapter Fifteen Slide
12
Prepurchase Search
  • Begins with internal search and then moves to
    external search
  • The impact of the Internet
  • There are many factors that increase search
  • Product factor
  • Situational factors
  • Social acceptability
  • Consumer factors

Chapter Fifteen Slide
13
Evaluation of Alternatives
  • Evoked set
  • Criteria used for evaluating brands
  • Consumer decision rules
  • Decisions by functionally illiterate population
  • Going online for decision-making assistance
  • Lifestyles as a consumer decision strategy
  • Incomplete information
  • Applying decision rules
  • Series of decisions
  • Decision rules and marketing strategy

Chapter Fifteen Slide
14
The Evoked Set Figure 15-5
Chapter Fifteen Slide
15
Issues in Alternative Evaluation
  • Evoked Set
  • Criteria used for evaluating brands
  • Consumer decision rules and their application
  • Decisions by functionally illiterate population
  • Going online for decision-making assistance
  • Lifestyles as a consumer decision strategy
  • Incomplete information
  • Applying Decision Rules
  • Series of decisions
  • Decision rules and marketing strategy

Chapter Fifteen Slide
16
Consumer Decision Rules
  • Compensatory
  • evaluates each brand in terms of each relevant
    attribute and then selects the brand with the
    highest weighted score.
  • Noncompensatory
  • positive evaluation of a brand attribute does not
    compensate for a negative evaluation of the same
    brand on some other attribute
  • Conjunctive, disjunctive, or lexicographic

Chapter Fifteen Slide
17
Hypothetical Use of Decision RulesTable 15.7
Decision Rule Mental Statement
Compensatory rule I selected the netbook that came out best when I balanced the good ratings against the bad ratings
Conjunctive rule I selected the netbook that had no bad features
Disjunctive rule I picked the netbook that excelled in at least one attribute
Lexicographic rule I looked at the feature that was most important to me and chose the netbook that ranked highest on that attribute
Affect referral rule I bought the brand with the highest overall rating
17
Chapter Fifteen Slide
18
Issues in Alternative Evaluation
  • Evoked Set
  • Criteria used for evaluating brands
  • Consumer decision rules and their application
  • Decisions by functionally illiterate population
  • Going online for decision-making assistance
  • Lifestyles as a consumer decision strategy
  • Incomplete information
  • Applying Decision Rules
  • Series of decisions
  • Decision rules and marketing strategy

Chapter Fifteen Slide
19
The Decision Process for Functionally Illiterate
Consumers - Figure 15.6
Chapter Fifteen Slide
20
Issues in Alternative Evaluation
  • Evoked Set
  • Criteria used for evaluating brands
  • Consumer decision rules and their application
  • Decisions by functionally illiterate population
  • Going online for decision-making assistance
  • Lifestyles as a consumer decision strategy
  • Incomplete information
  • Applying Decision Rules
  • Series of decisions
  • Decision rules and marketing strategy

Chapter Fifteen Slide
21
Coping with Missing Information
  • Delay decision until missing information is
    obtained
  • Ignore missing information and use available
    information
  • Change the decision strategy to one that better
    accommodates for the missing information
  • Infer the missing information

Chapter Fifteen Slide
22
Issues in Alternative Evaluation
  • Evoked set
  • Criteria used for evaluating brands
  • Consumer decision rules and their application
  • Decisions by functionally illiterate population
  • Going online for decision making assistance
  • Lifestyles as a consumer decision strategy
  • Incomplete information
  • Applying Decision Rules
  • Series of decisions
  • Decision rules and marketing strategy

Chapter Fifteen Slide
23
Output of Consumer Decision Making
  • Purchase behavior
  • Trial purchases
  • Repeat purchases
  • Long-term commitment
  • Postpurchase evaluation

Chapter Fifteen Slide
24
Postpurchase Evaluation
  • Actual Performance Matches Expectations
  • Neutral Feeling
  • Actual Performance Exceeds Expectations
  • Positive Disconfirmation of Expectations
  • Performance Is Below Expectations
  • Negative Disconfirmation of Expectations

Chapter Fifteen Slide
25
Discussion Questions
  • What are four ways that consumers reduce
    postpurchase dissonance?
  • How can marketers work to help consumers reduce
    the dissonance?

Chapter Fifteen Slide
26
Gifting Behavior
  • Gifting is an act of symbolic communication,
    with explicit and implicit meanings ranging from
    congratulations and love, to regret, obligation,
    and dominance.

Chapter Fifteen Slide
27
Reported Circumstances and Motivations for
Self-Gift Behavior Table 15.13
CIRCUMSTANCES Personal accomplishment Feeling
down Holiday Feeling stressed Have some extra
money Need Had not bought for self in a
while Attainment of a desired goal Others
MOTIVATIONS To reward oneself To be nice to
oneself To cheer up oneself To fulfill a need To
celebrate To relieve stress To maintain a good
feeling To provide an incentive toward a
goal Others
Chapter Fifteen Slide
28
Gifting Relationships - Table 15.14
GIFTING RELATIONSHIP DEFINITION EXAMPLE
Intergroup A group giving a gift to another group A Christmas gift from one family to another family
Intercategory An individual giving a gift to a group or a group giving a gift to an individual A group of friends chips in to buy a new mother a baby gift
Intragroup A group giving a gift to itself or its members A family buys a VCR for itself as a Christmas gift
Interpersonal An individual giving a gift to another individual Valentines Day chocolates presented from a boyfriend to a girlfriend
Intrapersonal Self-gift A woman buys herself jewelry to cheer herself up
Chapter Fifteen Slide
29
Consuming and Possessing
  • Consumers find pleasure in possessing,
    collecting, or consuming
  • Products have special meanings and memories

29
Chapter Fifteen Slide
30
A Model of ConsumptionFigure 15.11
Chapter Fifteen Slide
31
Relationship Marketing
Marketing aimed at creating strong, lasting
relationships with a core group of customers by
making them feel good about the company and by
giving them some kind of personal connection with
the business.
Chapter Fifteen Slide
32
Relationship Marketing SuccessFigure 15.12
32
Chapter Fifteen Slide
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