CB 10 (Consumer Decision Making)
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Transcript of CB 10 (Consumer Decision Making)
8/7/2019 CB 10 (Consumer Decision Making)
http://slidepdf.com/reader/full/cb-10-consumer-decision-making 1/20
8/7/2019 CB 10 (Consumer Decision Making)
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What is Opinion
Leadership? ,Opinion leaders filter interpret
or provide information for individuals within groups
Situations in which opinion
:leadership occurs one individual exchanges information with another
one individual volunteers
information -as a by product of normal group
interaction
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" ord of mouth is the business;orld's equivalent of gossip hich may explain why it is so
ikely to be repeated when it."s negative
- hip Walker
8/7/2019 CB 10 (Consumer Decision Making)
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ONSUMER ECISION
AKING PROCESS
8/7/2019 CB 10 (Consumer Decision Making)
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-Consumer Decision Making Process
A five-step processused
by consumers when
buying goods or services.
8/7/2019 CB 10 (Consumer Decision Making)
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Types of Consumer Choices
Six Generic Consumer Behavior Choices:
1.Product
2.Brand
3.Shopping area4.Store type
5.Store
6.Nonstore source (catalogs, PC, & TVshopping)
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Decision Making Process
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Consumer-Decision Making Process
PostpurchaseBehavior
PostpurchaseBehavior
PurchasePurchase
Evaluationof Alternatives
Evaluationof Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
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Need Recognition
Result of an imbalance
between actual anddesired states.
Internal Stimuli Internal Stimuli and and
External Stimuli External Stimuli
PresentStatus
Preferred
State
Marketing helpsconsumers recognize an
imbalance betweenpresent status and
preferred state
8/7/2019 CB 10 (Consumer Decision Making)
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t mu us Any unit of input affecting one or
more of the five senses:
Sight, Smell, taste, touch, hearing
Want Recognition of an
unfulfilled need and
a product
(or attribute or feature)
that will satisfy it.
8/7/2019 CB 10 (Consumer Decision Making)
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Recognition of Unfulfilled Wants
’hen a current product isn t erforming properly
hen the consumer is running ut of a product
hen another product seems uperior to the one currently
used
f h
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Information Searches
Process of recalling past
information stored
in the memory.
Process of seeking information in
theoutside environment.
Internal
External
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Internal Information Search
uRecall information inmemory
External Information search
uSeek information in outsideenvironment
uNon-marketing controlleduMarketing controlled
E k d S
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Evoked Set Group of brands,
resulting from an information search
from which a buyer
can choose.
Evaluation of Alternatives
Evoked Set Evoked Set Analyze product attributesAnalyze product attributesAnalyze product attributesAnalyze product attributes
Rank attributes byRank attributes byimportanceimportance
Rank attributes byRank attributes by
importanceimportance
Use cutoff criteriaUse cutoff criteriaUse cutoff criteriaUse cutoff criteria
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Purchase
To buy To buy or not to buy...or not to buy...
Determines which attributesDetermines which attributesare most importantare most important
in influencing ain influencing aconsumer’s choiceconsumer’s choice
Marketing
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Cognitive Dissonance
Inner tension that a
consumer experiences
after recognizing aninconsistency between
behavior and values
or opinions.
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Cognitive DissonanceCognitive Dissonance
??Did I make a good decision?Did I make a good decision?
Did I buy the right product?Did I buy the right product?
Did I get a good value?Did I get a good value?
Postpurchase Behavior
Can minimize through:Can minimize through:Effective CommunicationEffective Communication
Follow-upFollow-upGuaranteesGuarantees
WarrantiesWarranties
Marketing
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Five Factors Influencing Decisions
. evel of consumer
involvement
. ength of time to makedecision
. ost of good or service
. egree of information search
. umber of alternatives
considered
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High-and Low-Involvement Decisions
High-involvement Decisions:
Characterized by high levels of importance thorough information processing, and substantial
differences between alternatives.Low-involvementDecisions:
Occur whenrelatively little
personal interest,relevance, or importance isassociated with
a purchase.
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Firm’s Marketing Efforts1. Product2. Promotion
3. Price4. Channels of distribution
Sociocultural Environment1. Family2. Informal sources3. Other noncommercial
sources4. Social class5. Subculture and culture
External
I
nfluence
C o n s u m e r D e c i s i o n
M a k i n g
Post-Decision
Behavior
Postpurchase Evaluation
Purchase1. Trial2. Repeat purchase
NeedRecognition
PrepurchaseSearch
Evaluation of Alternatives
Psychological Field1. Motivation
2. Perception3. Learning4. Personality5. Attitudes
Experience
Output
Process
Input
Figure 1-1:
A Model of ConsumerDecisionMaking