Schiff ch14

Chapter 14
Consumer Decision Making I:
The Process
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.

Levels of Consumer Decision
Copyright © 2006 Pearson
Education Canada Inc.
14-2
Making
Extensive Problem
Solving
Limited Problem
Solving
Routine Response
Behaviour

Factors That Affect the Type of
Decision Making Process Used
 Importance of the decision
 Extent of previous experience
 Existence of well-established decision
criteria
 Amount of information at hand about each
alternative
 The number of alternatives available
 Model of consumption being followed
14-3

14-4

Consumer Decision Making – The
14-5
Process
 Need Recognition
 Pre-purchase Search
 Evaluation of Alternatives

Need or Problem Recognition
 The realization that there is a difference
between actual and desired states
– The higher the gap, the stronger the need (or
14-6
bigger the problem)

Types of Problems
 Active Versus Inactive problems
– Active: those you are aware of
– Inactive: those that you are not yet aware of
14-7
(but exist)
 Those that require immediate solutions and
those that do not require immediate
solutions

Problem Recognition and
Marketing Strategy
 Identify existing consumer problems and find
solutions for these
 Lower the actual state
 Increase the desired state
 Increase the importance of the gap between actual
and desired states
 Convert inactive problems to active problems
 Convert problems into ones requiring an
immediate solution
14-8

Pre-Purchase Search
 Types of Information Sources
 Types of Information Sought
 Factors Affecting Extent of Information
Search
14-9

Figure 14-3: Types of
Information Sources
14-10
PPEERRSSOONNAALL
Friends
Neighbors
Relatives
Co-workers
Computer salespeople
Calling the electronics
store
IIMMPPEERRSSOONNAALL
Newspaper articles
Magazine articles
Consumer Reports
Direct-mail brochures
Information from product
advertisements
Internal web site

Types of Information Sought
 Brands or alternatives available
 Evaluative criteria to be used
– Generally, product features
 Ratings of brands on evaluative criteria
14-11

14-12

Factors that Increase the Level of
Pre-purchase Search
 Product Factors: Higher search when
– It is a long-lasting or infrequently used
product
– There are frequent changes in product styling
– Large volume is purchased
– The price is high
– There are many alternative brands
– There is much variation in features
14-13
» continued

Pre-purchase Search
 Situational Factors: Higher search when:
– Experience is lower
– Previous experience was unsatisfactory
 Social Acceptability: Higher search when:
– Purchase is a gift
– Product is socially visible in use
14-14
» continued

Pre-purchase Search
 Value-Related Factors: Higher search
when:
– Purchase is discretionary
– All alternatives have both positive and
negative qualities
– No agreement among users exists
– Conflicting information is available
– Other considerations exist
14-15
» continued

Pre-purchase Search
 Consumer Factors: Higher search when:
– Consumers are well-educated, have higher
income levels and are younger
– Consumers are low in dogmatism and risk
perception
– Level of involvement is high
– Shopping is seen as an enjoyable activity
14-16
» continued

Evaluation of Alternatives – Types
of Consumer Choice Processes
 Affective choices
– More holistic; an overall evaluation
– based on how one feels about a purchase
 Attribute-based choices
– Have pre-determined evaluative criteria
– May require both external and internal search
– Complicated decision rules may be used
14-17

Nature of Evaluative Criteria
 Can be tangible or intangible
 Include surrogate indicators
– Attributes that are used as indicators of another
14-18
attribute
 Are often ranked in order of importance

Consumer Decision Rules
 Procedures used by consumers to facilitate
brand or other consumption-related choices
14-19

Consumer Decision Rules
 Compensatory
– Brands evaluated in terms of each relevant
criteria and the best brand (or one with the
highest score) is chosen
 Non-compensatory
– Positive evaluations do not compensate for
14-20
negative evaluations

Non-Compensatory Consumer
Decision Rules
 CCoonnjjuunnccttiivvee DDeecciissiioonn RRuullee
– Product attributes are identified
– a minimally acceptable cutoff point is
established for each attribute
– brands that fall below the cutoff point on
any one attribute are eliminated from
further consideration.
14-21
» continued

Decision Rules
 DDiissjjuunnccttiivvee DDeecciissiioonn RRuullee
– consumers identify product attributes
– establish a minimally acceptable cutoff
point for each attribute
– accept the brand that meets or exceeds
the cutoff for any one attribute
14-22
» continued

14-23
Decision Rules
 Lexicographic Decision Rule
– Product attributes are identified
– Product attributes are ranked in terms of
importance
– brands are compared in terms of the attribute
considered most important
– Brand that scores highest on the first attribute is
chosen
– If there is a tie, the scores on the next attribute
are considered

14-24

Issues in Alternative Evaluation
 Lifestyles as a Consumer Decision Strategy
 Incomplete Information
 Non-comparable Alternatives
 Series of Decisions
 Consumption Vision
– Mental picture of the consequences of using a
14-25
particular product

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
14-26

Information Search and
Marketing Strategy
 Get products into consumers’ evoked set
 Limit information search if your brand is
the preferred brand
 Increase information search if your
alternative is not the preferred brand
 Use point-of-purchase advertising
effectively
14-27

Alternative Evaluation and
Marketing Strategy
 Identify decision rule used by target market and
use suitable promotional messages
 Influence the choice of evaluative criteria
 Influence the rating of your product on evaluative
criteria used
 Use surrogate indicators effectively
 Use ‘consumption vision’
14-28

Schiff ch14

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (15)

Similaire à Schiff ch14

Similaire à Schiff ch14 (20)

Plus de geet232

Plus de geet232 (10)

Dernier

Dernier (11)

Schiff ch14