Chapter14ConsumerDecisionMakingITheProcess课程.pptVIP

Chapter 14 Consumer Decision Making I: The Process Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Levels of Consumer Decision Making Extensive Problem Solving Factors That Affect the Type of Decision Making Process Used Importance of the decision Extent of previous experience Existence of well-established decision criteria Amount of information at hand about each alternative The number of alternatives available Model of consumption being followed Consumer Decision Making – The Process Need Recognition Pre-purchase Search Evaluation of Alternatives Need or Problem Recognition The realization that there is a difference between actual and desired states The higher the gap, the stronger the need (or bigger the problem) Types of Problems Active Versus Inactive problems Active: those you are aware of Inactive: those that you are not yet aware of (but exist) Those that require immediate solutions and those that do not require immediate solutions Problem Recognition and Marketing Strategy Identify existing consumer problems and find solutions for these Lower the actual state Increase the desired state Increase the importance of the gap between actual and desired states Convert inactive problems to active problems Convert problems into ones requiring an immediate solution Pre-Purchase Search Types of Information Sources Types of Information Sought Factors Affecting Extent of Information Search Figure 14-3: Types of Information Sources PERSONAL Friends Neighbors Relatives Co-workers Computer salespeople Calling the electronics store Types of Information Sought Brands or alternatives available Evaluative criteria to be used Generally, product features Ratings of brands on evaluative criteria Factors that Increase the Level of Pre-purchase Search Product Factors: Higher search when It is a long-lasting or infrequently used product There are frequent changes in product styling Large volume is purchased The price is high There are many alternative brands There is mu