what are the five stages in consumer decision making
1) problem recognition
2) information search
3) evaluation of alternatives
4) buying decision/not buying decision (purchase)
5) outcomes after buying the product (post-purchase experience)
what are some of the types of consumer decisions
- low/high cost
- frequent/infrequent purchasing
- low/high consumer involvement
- familiar/unfamiliar brands
- little/extensive thought given to the purchase
what is the customer problem
any state of discomfort, deprivation felt by a person
what is problem recognition
a realisation by the customer that he or she need to buy something to get back ot the normal state of comfort physically or psychologically due to an internal or an external stimulus, and can arise from an actual or ideal state
what is information search
the process in which we survey the environment for appropriate data to make a reasonable decision
what ate the types of information search
1) internal/external search
2) repurchase vs ongoing search
3) deliberate vs accidental search
what are the determinants of a prepurchase/ongoing search
prepurchase:
- involvement with purchase
ongoing:
- involvement with product
what are the motives of a prepurchase/ongoing search
prepurchase:
- making better purchase decisions
ongoing:
- building a bank of information for future use
what are the outcomes of a prepurchase/ongoing search
prepurchase:
- better purchase decisions
ongoing:
- increased impulse buying
what are the determinants of the amount of search
- time pressure
- familiarity and expertise
- involvement
what marketer/non-marketer sources can we use to find information
marketer:
- mass media/personal media (e.g. advertising)
non-marketer
- personal (e.g. friends and family)
- independent sources (public information)
what are non-compensatory criteria
short cuts to making choices, people eliminate options that do not meet basic standards
what are compensatory criteria
the willingness to offset good product qualities against bad ones
what are the three non-compensatory criteria
- lexicographic
- elimination by aspects
- conjunctive
what are the two compensatory criteria
- simple additive
- weighted additive
what is lexicographic
- The brand that is the best based on the most important attribute
- If two or more brands are seen as being equally good on that attribute, the consumer then compares them on the second most important attribute
- This selection process goes on until the tie is broken
what is elimination by aspects
- Brands are evaluated on the most important attribute
- In this case, though, specific cut-offs are imposed
what is conjunctive
- this entails processing by brand
- as with the elimination-by-aspects procedure, cut-offs are established for each attribute
- A brand is chosen if it meets all of the cut-offs, while failure to meet any one cut-off means
it will be rejected - If none of the brands meet all of the cut-offs, the choice may be delayed, the decision rule may be changed, or the cut-offs may be modified
what is meant by simple additive
- the consumer merely chooses the alternative that has the largest number of positive attributes
- This choice is most likely to occur when his or her ability or motivation to process information is limited
- One drawback to this approach for the consumer is that some of these attributes may not be very meaningful or important
- An ad containing a long list of product benefits may be persuasive, despite the fact that many of the benefits included are actually standard within the product class and aren’t determinant attributes at all
what is meant by weighted additive
- When using this rule, the consumer also takes into account the relative importance of positively rated attributes, essentially multiplying brand ratings by importance weights
- If this process sounds familiar, it should. The calculation process strongly resembles the multi-attribute attitude model
why might people deviate from the identified choice
- physical surroundings
- social surroundings
- emotional states
- time experience
- store image, atmospherics
what is cognitive dissonance
a post-purchase doubt the buyer experiences about the wisdom of the choice
expectancy disconfirmation model
topic 2, end of slides
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week two - consumer decision process23
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week one - studying consumer behaviour15
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week three - social groups and family59
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week four - social strata15
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week five - the environment of the demand, culture and subculture24
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week six - personality and lifestyles41
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week seven - motivation and perception20
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week eight - learning and memory40
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week ten - organisational buyer behaviour16
