1 / 16

PART THREE The Process of Making Decisions

PART THREE The Process of Making Decisions. Chapter 9 PROBLEM RECOGNITION & INFORMATION SEARCH. Consumer Problem Solving. Problem Recognition. Search for Information. Evaluation of Alternatives. Choice Decision. Purchase. Postpurchase Use and Reevaluation. Chapter Overview.

lynsey
Télécharger la présentation

PART THREE The Process of Making Decisions

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. PART THREE The Process of Making Decisions

  2. Chapter 9 PROBLEM RECOGNITION & INFORMATION SEARCH

  3. Consumer Problem Solving Problem Recognition Search for Information Evaluation of Alternatives Choice Decision Purchase Postpurchase Use and Reevaluation

  4. Chapter Overview • Identifying a problem • Internal search • External search

  5. Definition Problem: the perceived difference between an _________ state and ________ state

  6. Some “Problems” Recognized and Possible Solutions

  7. The Ideal State • Simple expectation • Aspirations • Cultural basis • Changes in life (e.g., promotion, birth of child) changes in expectations

  8. The Actual State • Simple Physical Functions • Depletion and wear-out • Product malfunctions • Ailments • External stimuli • Advertising and reminders • Comparison to others; peer pressure

  9. How to Create “Problems” for Consumers • Create a new ideal state • E.g., fashion • Create dissatisfaction with actual state • Eg., fear of crime buy club, guns, burglar alarms feeling of safety

  10. Approaches to Search for Problem Solutions INTERNAL Memory Thinking EXTERNAL Word of mouth, media, store visits, trial CATALOG

  11. Internal Search Advil Excedrin Aleve Bayer Tylenol • Varies in effort by importance, motivation, and experience • Recall based on • Brands • Attributes • Evaluations • Experiences

  12. Biases in Internal Search • Confirmation bias • Inhibition • Mood

  13. External Search • Prepurchase vs. Ongoing • Extent of searching • Where we search • retailer/store • media • interpersonal • independent • experiential • Internet information searches

  14. Actual Searching Behavior • 42%of respondents shopping for a refrigerator only visited one store and 41% considered only one brand • 77% of consumers seeking to purchase a small appliance visited only one store • What does this mean to you as a marketer?

  15. Individual Application Exercise • Apply your choice of attending CSUC to the topics of PROBLEM RECOGNITION and INFORMATION SEARCH. • List specifically how you recognized a problem (actual & ideal state??) • Did you do any internal search? Any biases? • Did you do any external searching? Where? • List specifics and be prepared to discuss.

  16. Chapter 9 Review • Problems • Ideal vs. actual state • Creating “problems” for customers • Internal Search • Biases • External Search • What, where, how much • Internet implications

More Related