BB Project Guidelines (Part Three : Consumer Decision Process)
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BB Project Guidelines (Part Three : Consumer Decision Process)

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BB Project Guidelines (Part Three : Consumer Decision Process) BB Project Guidelines (Part Three : Consumer Decision Process) Presentation Transcript

  • Buyer Behavior MKTG 1052 PROJECT GUIDELINES (Part Three) 1BB Guidelines (Part One) copyright of BBAdvisor
  • Continuing from Part Two..• This section (Part 6 of the report) deals with the Consumer Decision Making Processes• You need to be familiar with the key concepts from Chapters 2-7 BB Guidelines (Part Three) 2 copyright of BBAdvisor
  • Consumer decision making Instruction (as per Interpretation/ what needs to be guidelines) done: 6.1 Specify the level of involvement (you need to present logical argument - remember its not the What type and amount product alone but how the customer responds of information about during the process of decision making and how much effort, time and money is spent on this product do its selecting the right alternative. Type of consumers use? How information = show examples of what kinds of involved are they? sources are considered. How much effort is Which level of decision expended in comparing brands and what are making are they in? the costs and benefits of search? (read Would the brand be chapters 3 and 4) considered to be part Use the framework of the evoked set to identify of this segment’s if your brand is part of the evoked set; briefly evoked set? explain why or why not; consider competitor brands as to where they fit in. 3BB Guidelines (Part One) copyright of BBAdvisor
  • Consumer decision making Instruction (as per Interpretation/ what needs to be guidelines) done: 6.2 This covers the topic on Alternative How do consumers Evaluation (Chapter Five) evaluate different brands in this Discuss the types of evaluative criteria product category? used; evaluative criteria must be specific to Which evaluative the nature of the product. Rank the evaluative criteria in terms of their criteria are possibly perceived importance when the consumers used in making a are comparing brands. purchase decision? Set up a hypothetical table showing how the different brands are compared in terms of importance and rating of the different attributes. (read chapter 5) 4BB Guidelines (Part One) copyright of BBAdvisor
  • Consumer decision making Instruction (as per Interpretation/ what needs to be guidelines) done: 6.3 How do consumers go Shopping: Is purchasing store based or virtual? The material is from Chapter 6. about shopping for this Discuss some of the factors what facilitate product? or inhibit the purchase of the product. If the purchase is store based you can infer on the types of retailing strategies and even store environment that can facilitate purchases. Is the purchase impulse? If it is high involvement how can store personnel or even the web 5BB Guidelines (Part One) copyright of BBAdvisor
  • Consumer decision making Instruction (as per Interpretation/ what needs to be guidelines) done: 6.4 How likely is post Refer Chapter 7. purchase behaviour This depends to some extent on the nature of likely to occur? If so, how the product (high involvement purchases will can it be reduced? have a higher degree of post-purchase implications) Explain what happens after the purchase in terms of how consumers handle satisfaction/dissatisfaction- what are they likely to do? What about ‘cognitive dissonance?’ Reduction: briefly describe what both the consumer and the marketer do to reduce post- purchase anxiety. 6BB Guidelines (Part One) copyright of BBAdvisor
  • Consumer decision making Instruction (as per Interpretation/ what needs to be guidelines) done: 6.5 Refer Chapter 7. How do consumers Consider the disposal in terms of trade-in for dispose of this product future upgrades. after its usage? Or there could be green/ environmental issues (depending on the brand you choose) 7BB Guidelines (Part One) copyright of BBAdvisor
  • Consumer decision making Instruction (as per Interpretation/ what needs to be guidelines) done: 6.6 Loyalty- Do potential Refer Chapter 7. segments differ in their Here you need to contrast different loyalty loyalty to the existing behaviors between the different segments. product? Are brand-loyal For example some segments might be loyal purchases encouraged? because of price promotions; others How? because they are loyal to the brand per se. Briefly explain how the marketer develops marketing programs to create and sustain brand loyalty- give some examples. 8BB Guidelines (Part One) copyright of BBAdvisor