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MKTG 407 Consumer Decision-Making Processes Chapter 7

MKTG 407 Consumer Decision-Making Processes Chapter 7. Steps in Consumer Decision-Making. 1. Problem Recognition. 2. Information Search. All steps affected by: Cultural Social Individual & Psychological Factors. 3. Evaluate Alternatives. 4. Product Choice. 5. Post Purchase Behavior.

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MKTG 407 Consumer Decision-Making Processes Chapter 7

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  1. MKTG 407 Consumer Decision-Making ProcessesChapter 7

  2. Steps in Consumer Decision-Making 1. Problem Recognition 2. Information Search All steps affected by: Cultural Social Individual & Psychological Factors 3. Evaluate Alternatives 4. Product Choice 5. Post Purchase Behavior An Illustration with Ideas for Nuggets/Underhill PPTs

  3. Exercise Think of a recent consumer decision Walk through five steps of consumer decision-making process Identify at least one factor that affected your response at each stage Discuss with person sitting next to you

  4. Steps in Consumer Decision-Making 1. Problem Recognition • A difference between current and desired or ideal state • Can be driven by internal (hunger) or external (friends) factors • Can be driven by future goals/aspirations, which rest on our values • Can be influenced by recent events/life transitions (from college to the “real world”) • “Ideal states” can become distorted and detrimental (Ad1, Ad2)

  5. Steps in Consumer Decision-Making 2. Information Search • Searching for appropriate information to make a decision • Internal sources • Memory for… • Brands • Attributes • Evaluations • Experiences

  6. Steps in Consumer Decision-Making 2. Information Search • Brand recall enhanced when… • Brand is prototypical • Brand is familiar • Brand is linked with goals/usage situations • Brand attitude is favorable • Linked with retrieval cues • Application to Starbucks Via?

  7. Steps in Consumer Decision-Making 2. Information Search • Attribute recall enhanced when attribute is… • Accessible (strongest associative links) • Diagnostic (allows consumer to distinguish one product from another); negative more diagnostic than positive, so marketers try hard to avoid • Salient (e.g., shape of an iPod) • Has “attribute determinance” (attribute is both diagnostic and salient) • Vivid • Linked with goals

  8. Steps in Consumer Decision-Making 2. Information Search • Evaluation recall • While attributes can be recalled, often we forget details, but retain a general evaluation (e.g., of brand) • This is why creating favorable brand image is important beyond specific attributes • Experience recall • When product linked with an experience, easier to recall

  9. Steps in Consumer Decision-Making 2. Information Search • External sources • Common sources for external search • Retailer • Media • Friends • Independent (neutral) sources: CNET • Experiential (trials, test drives) • Search enlarges when perceived risk & interest are high, and confidence, knowledge, experience low

  10. Forming a Consideration Set of Brand Choice Alternatives Golden Corral – Baby Back Ribs Golden Corral – Comfort Food

  11. Steps in Consumer Decision-Making 3. Evaluate Alternatives 4. Product Choice • Info search  “evoked (consideration) set” • Once consideration set established, a variety of factors can influence how consumers evaluate and choose among alternatives

  12. Formal Models of Information Integration Processes

  13. Role of Heuristics in Consumer Decision-Making • Heuristics • Simple “if . . ., then . . .” propositions (rules of thumb) that connect an event with an appropriate action • Heuristics particularly important in • Search • Evaluation • Choice

  14. Steps in Consumer Decision-Making 5. Post Purchase Behavior • Post-purchase evaluation • Satisfaction based on expectations • Larger gap, less satisfaction • Reduce post-decisional regret (cog. dissonance) • Other post-purchase behaviors • Repeat purchase • Good vs. bad word of mouth

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