Transcript Pre-purchase Attitudes - University of Minnesota

Pre-purchase Attitudes
• Customer is/isnot “end-user”
• Scorecard-attributes
* Confidence in salesperson
* Desire to buy complementary
products/services
* Desire- local source
* Need for technical knowledge
Attitudes(continued)
•
* Desire- to be regarded well by others
•
* Degree of habit
•
* Degree of aversion to risk
•
* Need- respect/recognition
• Customer loyalty- how much? Why?
• Opinion leaders- how to recognize/use
Communication in
Decisionmaking
• Model of communication
Sender(encode)=>
Message=>Receiver(decode)
Interference
Blockage
Customer Value
• What is “Value”?
* good/best/more value for money
How value is defined depends on “what”
someone values-considers important
Interactive experience involving
comparison rating, subjective rating,
situational context
Components of Value-Economic
Model
• Economic benefits
• Functional benefits –save time?
• Psychological benefits