2. 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
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3. 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.
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4. 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)
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5. 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
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6. 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.
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7. 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)
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8. 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.
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