Transcript Presentation 9

The Consumer
Decision Process
Need Recognition
Functional needs pertain to
the performance of a
product or service.
Psychological needs
pertain to the personal
gratification consumers
associate with a product
and/or service. pom9 Consumer Behavior
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5-1
Internal Search
for Information
External Search
for Information
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5-2
Actual or Perceived Risk
In buying a car, what risks come to mind about making the
wrong decision?
Performanc
e
risk
Psychologic
al
risk
Financial
risk
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5-3
Evaluation of Alternatives: Attribute Sets
Universal sets include all possible choices for a product category.
Retrieval sets are the brands or
stores that can be readily brought
forth from memory.
A consumer’s evoked set
comprises the alternative brands
or stores that the consumer states
he or she would consider when
making a purchase decision.
pom9 Consumer Behavior
Universal
Retrieval
Evoked
4
5-4
Evaluation of Alternatives:
Evaluate Criteria
What are some of the features of a vacation
that would be in your evaluative criteria?
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Consumer
Rules
Evaluation Decision
of Alternatives:
4 +
.8 +
1.8
(.1 * 8)
(.4 * 10)
+
(.3 * 6)
1.6
=
8.2
(.2 * 8)
Entertainment
Number
of
Days
Meals
Price
Importance
Weights
0.4
0.1
0.3
0.2
Carnival
10
8
6
8
8.2
Holland
America
8
9
8
3
7.1
Celebrity
6
8
10
5
7.2
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5-6
Evaluation of Alternatives: Decision
Heuristics
Mental
Shortcuts
Price
Brand
Product
presentation
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5-7
Purchase and Consumption
Ritual consumption
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Post-purchase: Customer Satisfaction
Customer contact
Encourage feedback
Provide money back guarantee
Build realistic expectations
Demonstrate correct product use
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5-9
Post-purchase: Dissonance
• Firm’s attempt to
reduce dissonance by
reinforcing the decision
• Thank you letters,
congratulations letters,
quality ratings
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Factors Influencing the Consumer
Decision Process
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Psychological Factors: Motives
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5-12
Psychological Factors: Attitude
An attitude is a person’s enduring evaluation of his or her
feelings about behavioral tendencies toward an object or
idea.
Affective
Cognitive
Behavioral
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Psychological Factors: Perception
Process by which we select, organize, and interpret
information to form a meaningful picture of the world.
How has society’s
perception of people
with tattoos changed
in recent years?
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Psychological Factors:
Learning and Lifestyle
Learning affects both
attitudes and
perceptions
Lifestyle involves
decisions in spending
time and money
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Social Factors: Family
Influencers
Decision makers
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Social Factors: Reference Groups
A reference group is one or more persons whom an
individual uses as a basis for comparison regarding beliefs,
feelings, and behaviors.
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Social Factors: Culture
Culture is defined as the shared meanings, beliefs, morals,
values, and customers of a group of people.
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Situational Factors
Purchase Situation
Shopping Situation
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Types of Buying Decisions
Limited problem solving occurs
during a purchase decision that calls
for, at most, a moderate amount of
effort and time.
Extended problem solving occurs
during a purchase decision that calls
for a lot of effort and time.
Impulse buying is a buying decision made by customers on
the spot when they see pom9
theConsumer
merchandise.
Behavior
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5-20