3. Influences on and of Consumer Behavior CONSUMER PERCEPTION/ SENSATION COGNITION AFFECT BELIEFS SOCIAL AND OTHER INFLUENCE INFO SEARCH CHOICES PREFERENCES COMMUNICATION MARKET RESEARCH STRATEGY
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8. CONSUMER DECISIONS: Theory and Reality in Consumer Buying INFORMATION SEARCH PROBLEM RECOGNITION EVALUATION OF ALTERNATIVES PURCHASE POSTPURCHASE EVALUATION/ BEHAVIORS Theory Complications
9. Approaches to Search for Problem Solutions INTERNAL EXTERNAL Memory Thinking Word of mouth, media, store visits, trial CATALOG
10. Options Identified and Considered UNIVERSAL SET RETRIEVED SET EVOKED SET All possible options Options that readily come to mind Options that will be considered by the consumer Note: Retrieved and evoked sets will vary among different consumers
30. Potential Family Life Cycle Stages YOUNG SINGLE BLENDED SINGLE PARENT FULL NEST I/II/III EMPTY NEST I/II OLDER SINGLE YOUNG COUPLE
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33. The Means-End Chain Large engine Fast acceleration Performance Feeling of power Self-esteem Aim promotion/ positioning at higher levels of chain ! Attributes Consequences Values
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Editor's Notes
We now turn to the consumer’s search for potential solutions to the problems that he or she is facing. Search strategies can be divided into those involving internal and external search, although consumers may use both in some combination. Internal search is based on the consumer’s memory and his or her thinking processes. In the case of a motorist stranded with a blown tire, for example, he or she may remember preferred provider of replacement tires and thus go to that one. An implication of this reality is that it may pay to advertise to establish an identity among potential future consumers. For example, bail bonds people will advertise on TV to people, suggesting a solution if they, for some reason, should find themselves in jail. Similarly, Midas Mufflers and various other auto service providers attempt to create internal beliefs about the benefits of patronizing their establishments if and when the need arises. Aamco Transmissions advertises that half the half the transmissions they see do not need to be replaced, presumably implying that it is safer to take a car there than to ostensibly less skilled competitors. The marketer, however, faces some significant problems in creating this kind of awareness. First, many consumers, not readily expecting to encounter a need for the products and services in question, may have little motivation to process and store the information. Secondly, recalling the relevant information may be difficult as need arises. External search involves the consultation of outside sources, ranging from friends and acquaintances to the yellow pages and the media. (We will revisit this issue in Chapter 18, when we discuss, within the context of the diffusion of innovation, which
