consumer judgments dn
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CONSUMER JUDGMENT
(FACTORS AND PROCESS )
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CONSUMER JUDGEMENT
People do not buy products or services, they buy benefits offered bya product, service, outlet, etc.
Hence we make purchases not for the products themselves, but forthe benefits of the problems they solve or the opportunities theyoffer.
Consumers seek bundles of types of benefits:
1.Tangible benefits2. Intangible benefits
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MODELS OF CONSUMER JUDGEMENTA consumer decision model is a means of describing the
processes that consumers go through before, during, andafter making a purchase (choice).
Expected utility
Utility functions
Prospect Theory
Asymmetry for gainsand losses
Framing
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THE CONSUMER DECISION-MAKING PROCESSThe EKB model Input Information processing
Exposure
AttentionComprehensionYieldingRetention
A decision processProblem recognition
SearchAlternative evaluationChoiceOutcomes
Decision process variables
External influences
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Overall model of consumer behaviour
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Consumer Judgment - Factors
The decisionprocess
Effects ofinvolvement
Types of
decisionstrategies
Presence
Active
Inactive
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Some other Factors
Compensatoryvs. non-
compensatory
Brand vs.attribute based
processing
Task definitionand
expectationsMood
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Consumer Judgement &Marketing Strategy
Successful marketing strategies requirea thorough understanding ofconsumer behaviour
Basis for many marketing strategies:
Product positioning
Market segmentation New product development
New market applications
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Some more Strategies
Global marketing
Marketing mix decisions
Marketing regulation
Maintenance
Disrupt
CaptureIntercept
Preference
Acceptance
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Customer-based brand equity pyramid
Deep, broad brandawareness
Intense, active loyalty
Positive, accessiblereactions
Strong, favourable and unique
brand associations
Consumer
Brand
resonance
Consumer
judgements
Consumer
feelings
Brand
Performance
Brand
imagery
Brand Salience
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Unique Factors Affecting ConsumerJudgment
Quality Styleconsistency
Evocativeness
continuousexposure
Experiencecontinuous
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CONTEXTUAL FACTORS All JUDGEMENTS takes place within the context of a
certain situation. Therefore, behaviour will not only vary
between consumers but the same consumer will exhibitdifferent behaviours from one situation to the next.
Communication situation
Purchase situation
Usage situation
Disposal situation
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Variety Seeking and Impulse Buying
Varietyseeking
need variesamong
consumers byoptimal
stimulation level(Osl)
Useinnovativeness
Impulsepurchases
Motivation
Consequences
Dont give me thatsame old cola, thatsame old cola--I want arocknroller!
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APPROACHES TO SEARCH FOR PROBLEM SOLUTIONS
INTERNAL
Memory
Thinking
EXTERNAL
Word of mouth, media,
store visits, trial
Compensatory vs. non-compensatory--can anexceptionally good rating onone attribute outweigh a badone elsewhere?
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Household Decision Making Roles/influence
Information
gatherers/holders Influencers
Decision makers
Purchasers
Users
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Types of households (family/non family)
Household life cycle
Household decision making: Information gatherer, influencer, decision
maker, purchaser, user
Current and future trends in household
consumptionComputers & video games, purchase of services,pets
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Household Decision Making
Roles/influence
Informationgatherers/holders
Influencers
Decision makers
Purchasers
Users
Values--desired endstates
Strategies ofInfluence
Constructive
Bargaining
Reasoning(sincere)
Manipulative
Impressionmanagement
Authority
Emotion
Borderline
Informationgathering
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Types of Problems in Consumer
Judgment
Presence
ActiveInactive
Acceptance
Acknowledged
Unacknowledged/ denied
Specificity
GenericSelective
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THANK YOU
Presented By:Ashish Nagar
Pragati Bindal
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