1 / 87

JM602 Consumer Behaviour

JM602 Consumer Behaviour. Lecture 5 – Evaluating alternatives. Material in these slides. Primarily drawn from: Neal, Quester and Hawkins (2005). Consumer behaviour: Implications for marketing strategy (4 th ed). McGraw-Hill Irwin: Queensland. A model of consumer behaviour.

corbin
Télécharger la présentation

JM602 Consumer Behaviour

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. JM602Consumer Behaviour Lecture 5 – Evaluating alternatives

  2. Material in these slides • Primarily drawn from: • Neal, Quester and Hawkins (2005). Consumer behaviour: Implications for marketing strategy (4th ed). McGraw-Hill Irwin: Queensland

  3. A model of consumer behaviour

  4. Information Search • What is information search? • What are the key types and sources of information used by consumers? • What is the difference between evoked, inept and inert sets of brands? • Why do consumers engage in information search?

  5. Lecture overview • What are the factors that affect the amount of external information search? • What marketing strategies can be developed based on different patterns of search behaviour?

  6. Information search in consumer decisions

  7. Suggesting evaluative criteria that match the brand’s strengths

  8. Brands in Initial Awareness Set

  9. Categories of Decision Alternatives

  10. Awareness and Evoked Sets for Various Products

  11. What information sources do consumers use? • Memories of past searches, personal experience and low-involvement learning • Personal sources, eg family and friends • Independent sources, eg. ‘Choice’ magazine • Marketing sources, eg websites, advertising • Experiential sources, eg product trial

  12. Information sources for a purchase decision

  13. Sources of Information for Services

  14. Information Search on the Internet • 2004 survey—>80% Australian population have a computer • Most important reasons for ‘surfing’ were: • ‘to look for information’ (40%), ‘leisure’ (19%), ‘to shop’ (18%) • Internet is the most popular information source for students (2003 survey) • Over half of e-shoppers are women, taking over from males • 73% of those with Internet at work use it every morning

  15. Marketing Strategy and Information Search on the Internet • Companies need to ask: • Should we have a web site? • What is the purpose of the site to be? • Information only • Company and product/service information • To actively attract customers • A shopping site

  16. How much external information search do consumers do? • Measures used • No. of stores visited • No. of alternatives considered • No. of personal sources used • Overall or combination measures • External information search is skewed towards limited search

  17. Amount of External Search for Appliances

  18. Classification of Searchers • Non-searchers: do not engage in information search before purchasing • Limited information searchers: undertake limited information search before purchasing • Extended information searchers

  19. Information Searching Behaviour

  20. What other factors affect the amount of information search?Costs vs Benefits of External Search

  21. Marketcharacteristics

  22. Product characteristics

  23. Consumer characteristics

  24. Situational characteristics

  25. Marketing Strategies Based on Information-Search Patterns

  26. Strategies (habitual decisions) • Maintenance strategy • If target market purchases brand habitually, then the strategy is to maintain that behaviour • Defend against disruptive tactics • Constant activity + interest • Disrupt strategy • If brand is not in evoked set, then marketer needs to disrupt normal buying patterns • Attention-seeking ads • Free samples or bonus encouraging trial • Capture strategy • Constant supply + quality • Continue limited search

  27. Limited decision making • Capture strategy: • If the existing brand is one of the brands in the evoked set then the objective is to capture as large a share of purchases as possible • Provide additional information to consumers • Use co-operative advertising, Point of purchase (POP) displays, adequate shelf space • Intercept strategy • Must intercept consumer during search for information on brands in evoked set • attract attention, POP display • Product improvements, etc.

  28. Extended decision making • Preference strategy • Search locations must be anticipated, e.g. Chemists • POP + sales assistance • Acceptance strategy • Motivate the consumer to learn about the brand • Advertise but don’t ‘sell’ the brand • Encourage consumer to seek information

  29. Next Lecture… • Evaluating and Selecting Alternatives

  30. Recapping information search • Internal and external sources • Directed and low-level search • Habitual, limited and extended decision making

  31. Information search in consumer decisions

  32. Suggesting evaluative criteria that match the brand’s strengths

  33. Brands in Initial Awareness Set

  34. Categories of Decision Alternatives

  35. Awareness and Evoked Sets for Various Products

  36. What information sources do consumers use? • Memories of past searches, personal experience and low-involvement learning • Personal sources, eg family and friends • Independent sources, eg. ‘Choice’ magazine • Marketing sources, eg websites, advertising • Experiential sources, eg product trial

  37. Information sources for a purchase decision

  38. Sources of Information for Services

  39. Information Search on the Internet • 2004 survey—>80% Australian population have a computer • Most important reasons for ‘surfing’ were: • ‘to look for information’ (40%), ‘leisure’ (19%), ‘to shop’ (18%) • Internet is the most popular information source for students (2003 survey) • Over half of e-shoppers are women, taking over from males • 73% of those with Internet at work use it every morning

  40. Marketing Strategy and Information Search on the Internet • Companies need to ask: • Should we have a web site? • What is the purpose of the site to be? • Information only • Company and product/service information • To actively attract customers • A shopping site

  41. How much external information search do consumers do? • Measures used • No. of stores visited • No. of alternatives considered • No. of personal sources used • Overall or combination measures • External information search is skewed towards limited search

  42. Amount of External Search for Appliances

  43. Classification of Searchers • Non-searchers: do not engage in information search before purchasing • Limited information searchers: undertake limited information search before purchasing • Extended information searchers

  44. Information Searching Behaviour

  45. What other factors affect the amount of information search?Costs vs Benefits of External Search

  46. Marketcharacteristics

  47. Product characteristics

  48. Consumer characteristics

  49. Situational characteristics

More Related