ADPRAC 3 - Lecture 3

8/3/2019 ADPRAC 3 - Lecture 3

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Gillette Knows Shaving

4-1

World Shaving

HeadquartersMEN

Lather upfaces

Shave off

.015 of an

inch their

10,000

whiskers

grew in the

previous 24

hours

WOMEN

Shower room

Shave

Legs

UnderarmsBikini area

Evaluates:

Closeness of

shave

Sharpness ofblade

Smoothness of

glide

Ease of handling


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4-2

It was a hit with

men!

Less successful with women:

-handles slipped in the

shower or bath-Difficult to maneuver over

curved surfaces of womens

legs


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4-3

Sensor for Women

Broad, ridged handleNonslip fit in the palm of a

womans hand

Lubricating strip with aloe

Pivoting twin-blade cartridge


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This description of Gillettes shaving

business illustrates the importance of

product attributes in marketing strategy

and the need for marketers to understand

what consumers think about product

attributes and related concepts.

4-4


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Consumers ProductKnowledge andInvolvement

Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Chapter 4


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4-6

Levels of Product Knowledge cont.

1. Product class

2. Product form

3. Brand

4. Model/features


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Levels of Product Knowledge cont.

More abstract Less abstract

Product Class Product Form Brand Model / Features

Coffee Ground Folgers 1-pound can

Whole bean Starbucks 12oz. Bag, decaf

Pens Ballpoint Bic P30.00, red ink

Roller Ball Pilot P40.00 extra fine

tip

4-7


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4-8



Multi mediaplayer

Personal

CD/MP3

Apple iPod

Jeans

Dockers


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Types of Product Knowledge

4-9


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4-10


1. Bundle of attributes

Concrete attributes

Abstract attributes


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4-11


2. Bundle of benefits

a. Functional consequences

b. Psychosocial consequences

Psychological consequences Social consequence

c. Benefit segmentation


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4-12


d. Perceived risks

Determined by

1. Degree of unpleasantness2. Likelihood of occurrence

Types

1. Physical

2. Financial

3. Functional

4. Psychosocial


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4-13


3. Value Satisfaction

a. Values

Instrumental Terminal

Core

Self-schema Strong affective responses


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4-14


Three types of productknowledge:

1. Bundle of attributes

2. Bundle of benefits

3. Value Satisfaction

Example: NikeRunning Shoes

Arch supportTread design

Long-wearingRun faster

Be physically fitLive longer


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MEANS-END CHAIN(Product Knowledge)

4-15

a knowledge structure that connects

consumers meanings about product

attributes, consequences, and values.

provides a more complete understanding of

consumers product knowledge.


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4-16

Means-End Chains of ProductKnowledge

Links consumers

knowledge about product

attributes with their

knowledge aboutconsequences and values

Means to an endWhat

does this attribute do for

me?

Attributes

Psychosocialconsequences

Values

Functional

consequences


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4-17

Means-End Chains of ProductKnowledge

Attributes

Psychosocialconsequences

Values

Functionalconsequences

Self esteem, respected by

others

Feel well groomed and

professional

Present conservative,professional appearance

Nice fabric, good fit

Example: business suit


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4-18

Identifying consumers means-end chains

1. One-on-one personal interviews

a. Two basic steps involved

1. Identify important attributes2. Laddering


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4-19

Involvement

Consumers perceptions of importance or personalrelevance for an object, event, or activity

A motivational state

Felt involvement


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4-20

Involvement cont.

Focus of involvement

Products and brands

Physical objects

People Activities or behaviors


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4-21

Basic Model of Consumer ProductInvolvement

Consumercharacteristics

Involvement

Intrinsicself-relevance

Productcharacteristics

Situationalcontext

Situationalself-relevance

Interpretation &integration


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HIGH

INVOLVEMENT

LOW EXPERIENCE LIMITED PROBLEM

SOLVING

BRAND LOYALTYHIGH

EXPERIENCE

EXTENDED PROBLEM

SOLVING

LOW

INVOLVEMENT

HABIT OR

VARIETY SEEKING

INVOLVEMENTAND PROBLEM-SOLVING


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4-23

Marketing Implications

Understanding the key reasons for purchases

Understanding the consumer-product relationship


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4-24

Marketing Implications cont.

Four market segments with different levels ofintrinsic self-relevance for a product category and

brand

Brand loyalists Routine brand buyers

Information seekers

Brand switchers


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4-25

Marketing Implications cont.

Influencing intrinsic self-relevance

Influencing situational self-relevance


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4-26

Summary

Consumers dont buy products to get attributes Consumers think about products in terms of their

desirable and undesirable consequences, benefits,and perceived risks

Consumers form knowledge structures calledmeans-end chains

Consumers feelings of involvement are determinedby intrinsic self-relevance the means-end

knowledge stored in memory Situational factors in the environment influence the

content of activated means-end chains and therebyaffect the consumer involvement.


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Seatwork

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Carbonated

Drink

Cola 1.

2.

3.

1.

2.

3.

1. 1. SanMiguelHeineken

Beer na Beer

DarkKeg

Light

12-ozcan

1. Provide answers after each number


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2. Create a means-end chain for your choice of bath soap. Doladdering of yourself to identify your means-end chain. Label

attributes, consequences, and values that you identify.

3. Identify one way that marketers can influence consumers

situational relevance, and discuss how this will affectconsumers overall level of involvement.

4. Give 2 examples for each of the following and explain why

you chose them:

a. Products that need extended problem solving

b. Products that require limited problem solving

c. Most likely to attract brand loyalty

d. Most likely to form habit

e. Most likely to form variety seeking4-28

ADPRAC 3 - Lecture 3

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