Voice / Speech Recognition: Patent Search and Analysis Report using PatSeer
Need Recognition, Search, Pre Purchase Evaluation, Purchase
Transcript of Need Recognition, Search, Pre Purchase Evaluation, Purchase
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Need Recognition, Search, Prepurchase
Alternative Evaluation, Purchase
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Need Recognition
Depends on how much discrepancy exists between the
actual state and the desired state
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Need Recognition Process
Degree ofDiscrepancy
DesiredState
ActualState
BelowThreshold
At or aboveThreshold
No Need Recognition
Need Recognition
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Need must first be activated before it can
be recognised
Such factors operate by altering the person’s actual / desired
states
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Need activation factors Time Changed circumstances Product acquisition Product consumption Individual differences Marketing Influences
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Search
Motivated activation of knowledge stored in memory or acquisition of information from
the environment
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Search can be Internal – memory, knowledge, habit,
purchase, degree of satisfaction External – when internal search is
inadequate. External search could be pre-purchase search or on-going search
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Dimensions of Search Degree Direction sequence
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Degree of Search How many brands? How many stores? How many attributes? No. of information sources? How much time?
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Direction of Search Which brands? Which stores? Which attributes? Which information sources?
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Sequence of Search In what order of brands considered? In what order of stores visited? In what order of attributes considered? In what order of information sources
processed?
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Determinants of Search Situational Product Retail Consumer
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Consumers engage in more search as their
attitude towards shopping become more favourable
“Age and income is often negatively related to search”
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Prepurchase Alternative Evaluation
The process by which a choice alternative gets evaluated and
selected
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Evaluative criteria Price Brand name Country of origin Situational influence Similarity of choice alternatives Motivation Knowledge Involvement
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Decision Rules Non-compensatory methods Compensatory methods
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Non-compensatory Decision Rules Lexicographic Elimination by aspects Conjunctive
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Compensatory Decision Rules Simple additive Weighted additive
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Some learnings Consumers typically have some
determinant attributes that are salient to actually influence the evaluation process
Consumers use some cut-offs on attribute values. A brand that fails to meet a cut-off may be rejected regardless of how well it performs on the other attributes
Consumers make trade-offs between quality of their choice and the amount of time and effort necessary to reach a decision
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Purchase Not all purchase intentions are fulfilledReasons could be Changed motivations Changed circumstances New information Desired alternatives are no longer
available
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Choice of Alternative Fully planned purchase – both product
and brand are chosen in advance, Extended problem solving and high involvement (61%)
Partially planned purchase – intention to buy product but brand chosen at the time of purchase
Unplanned purchase – both product and brand are chosen at point of sale.(50%)
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Options for the source of purchase At home – travelling salesmen, internet,
phone ordering, mail-order, catalogues Retail
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Shopping motivations Information acquisition Alleviating loneliness Dispelling boredom Escape Fantasy fulfillment Relieving depression
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Shoppers are a dwindling species Reasons Less leisure time Buying less Shopping has ceased to be a pleasure Spending less time at shops Prefer to buy from home
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Enhancing Relationship Marketing Consumer value addition – quality,
consistency, EDLP
Personal selling- perceived knowledge and expertise, perceived trustworthiness, customer knowledge, adaptability
Sales Promotion – to avoid the rigour of EPS
Databased marketing – ongoing personalized contact, loyalty programmes, direct mailers