The document discusses the consumer decision-making process of evaluating alternatives. It is the third step where consumers compare different solutions to a problem by looking at attributes such as performance, design, price and value for computers. Consumers will evaluate each brand based on attributes and form beliefs, consulting others or salespeople for information. They will consider brands in their evoked set and evaluate them based on determinate attributes that products differ on. Common evaluative criteria include country of origin, price, and brand reputation. Consumers may use heuristics, decision rules or cognitive models like compensatory or non-compensatory models to evaluate alternatives quickly and make a decision.
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBBAdvisor
The document discusses post-purchase processes, customer satisfaction, and consumer loyalty. It covers topics like post-purchase dissonance, product use and non-use, product disposal, purchase evaluation, customer satisfaction, and repeat purchase behavior. The key aspects of each topic are explained through examples and frameworks. Customer satisfaction is influenced by expectations, perceived performance across instrumental, symbolic, and affective dimensions. Dissatisfaction can lead to actions like taking no action, switching brands, or warning others.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
BB Chapter Sixteen : Culture And Cross CulturalBBAdvisor
This document discusses culture and cross-cultural variations in consumer behavior. It begins by defining culture and explaining how culture is acquired and shared. Cultural values are then classified into three categories: other-oriented, environment-oriented, and self-oriented. Examples of cultural variations are provided for each category. The document also examines non-verbal communications and how their meanings can vary across cultures. Finally, it outlines seven key questions to consider when developing a cross-cultural marketing strategy.
This document discusses consumer decision making processes and models. It describes four views of how consumers make decisions: economic, passive, cognitive, and emotional. It then presents a simple model of consumer decision making that shows external and psychological influences affecting the need recognition, information search, evaluation, purchase, and post-purchase evaluation stages. Graphs and tables further explain the evaluation of alternatives and outcomes. The document also differentiates between trial, repeat, and long-term commitment purchases in consumer decision making.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
This chapter discusses problem recognition, which is an important stage of consumer decision making. It begins by describing the nature of problem recognition as arising from a gap between a desired and actual state. It then covers different types of consumer decisions like habitual, limited, and extended decision making that are influenced by purchase involvement. The chapter also discusses factors that influence problem recognition, both marketing and non-marketing factors. Finally, it outlines different marketing strategies related to problem recognition, such as discovering consumer problems, responding to problems, and helping or suppressing problem recognition.
BB Chapter Eleven : Attitude and Attitude ChangeBBAdvisor
This chapter discusses attitudes and attitude change. It defines attitudes as enduring combinations of motivational, emotional, perceptual and cognitive processes regarding aspects of the environment. Attitudes have three main components - cognitive, affective, and behavioral. Marketers can influence attitudes by changing one or more of these components. The chapter outlines different strategies for changing each component, such as using classical conditioning to change affect, providing information to change beliefs, or encouraging trial usage to change behavior. It also discusses factors that can weaken the relationship between attitudes and behaviors.
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBBAdvisor
The document discusses post-purchase processes, customer satisfaction, and consumer loyalty. It covers topics like post-purchase dissonance, product use and non-use, product disposal, purchase evaluation, customer satisfaction, and repeat purchase behavior. The key aspects of each topic are explained through examples and frameworks. Customer satisfaction is influenced by expectations, perceived performance across instrumental, symbolic, and affective dimensions. Dissatisfaction can lead to actions like taking no action, switching brands, or warning others.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
BB Chapter Sixteen : Culture And Cross CulturalBBAdvisor
This document discusses culture and cross-cultural variations in consumer behavior. It begins by defining culture and explaining how culture is acquired and shared. Cultural values are then classified into three categories: other-oriented, environment-oriented, and self-oriented. Examples of cultural variations are provided for each category. The document also examines non-verbal communications and how their meanings can vary across cultures. Finally, it outlines seven key questions to consider when developing a cross-cultural marketing strategy.
This document discusses consumer decision making processes and models. It describes four views of how consumers make decisions: economic, passive, cognitive, and emotional. It then presents a simple model of consumer decision making that shows external and psychological influences affecting the need recognition, information search, evaluation, purchase, and post-purchase evaluation stages. Graphs and tables further explain the evaluation of alternatives and outcomes. The document also differentiates between trial, repeat, and long-term commitment purchases in consumer decision making.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
This chapter discusses problem recognition, which is an important stage of consumer decision making. It begins by describing the nature of problem recognition as arising from a gap between a desired and actual state. It then covers different types of consumer decisions like habitual, limited, and extended decision making that are influenced by purchase involvement. The chapter also discusses factors that influence problem recognition, both marketing and non-marketing factors. Finally, it outlines different marketing strategies related to problem recognition, such as discovering consumer problems, responding to problems, and helping or suppressing problem recognition.
BB Chapter Eleven : Attitude and Attitude ChangeBBAdvisor
This chapter discusses attitudes and attitude change. It defines attitudes as enduring combinations of motivational, emotional, perceptual and cognitive processes regarding aspects of the environment. Attitudes have three main components - cognitive, affective, and behavioral. Marketers can influence attitudes by changing one or more of these components. The chapter outlines different strategies for changing each component, such as using classical conditioning to change affect, providing information to change beliefs, or encouraging trial usage to change behavior. It also discusses factors that can weaken the relationship between attitudes and behaviors.
This document discusses various qualitative and quantitative techniques for measuring brand equity, including awareness, image, responses, and relationships. It also covers brand personality, values, extensions, and managing brands over time through consistency, change, protection, and revitalization. Key techniques include free association, projective techniques, experiential methods, and multidimensional scaling. The document emphasizes capturing consumer mindsets to understand true opinions and feelings towards brands.
This chapter discusses information search, which is an important stage of consumer decision making. It covers the nature of internal and external information searches, key types and sources of information consumers seek, and factors that influence the amount of external search. The chapter also examines how the internet has become a major source of information and how marketers can drive consumers to their online information.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
The document discusses consumer attitude formation and change. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. There are three main components that make up attitudes: the cognitive component involving knowledge and perceptions, the affective component involving feelings, and the conative component involving the likelihood of taking action. Models of attitudes include the tricomponent model and multiattribute models examining how attitudes are formed based on evaluations of product attributes or beliefs. Strategies for changing attitudes include associating products with admired groups, resolving conflicting attitudes, and altering components of multiattribute models.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
This document provides an overview of advertising design strategies and frameworks. It discusses Dove's "Campaign for Real Beauty" and contrasts it with Axe body spray's sexually-oriented advertising. The document then covers cognitive, affective, and conative message strategies as well as common executional frameworks like animation, slice-of-life, dramatization, testimonials, and fantasy. It also discusses the use of celebrities, CEOs, experts, and typical people as spokespersons or endorsers in advertising. Finally, the document outlines principles of effective advertising and ways to beat advertising clutter.
The document discusses learning and memory in consumer behavior. It defines learning as any change in long-term memory or behavior resulting from information processing. Consumer behavior is largely learned behavior. There are different types of learning, including conditioning (classical and operant conditioning) and cognitive learning (rote learning, modeling, and reasoning). Most consumer learning occurs through low involvement contexts using techniques like classical conditioning, iconic rote learning, and vicarious learning. The strength of learning is influenced by factors like importance, involvement, mood, reinforcement, stimulus repetitions, and imagery.
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
BB Chapter One: Consumer Behavior and Marketing StrategyBBAdvisor
This chapter introduces key concepts in consumer behavior and how it relates to marketing strategy. It discusses [1] why studying consumer behavior is important for developing effective marketing strategies, [2] how consumer behavior influences various aspects of marketing strategy, and [3] a model of consumer decision making that involves both internal and external influences. The chapter emphasizes that understanding consumer behavior can provide competitive advantages and help companies make better strategic marketing decisions.
The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSETAvinash Singh
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
This document discusses retailing in India, including the various types of retail formats that exist, from traditional open-air markets to modern shopping malls. It outlines some of the main challenges in Indian retailing related to store operations like type, location, design and pricing policies. Factors that influence retail location and different pricing strategies are also examined. The document concludes by describing various promotional strategies and techniques used by Indian retailers, such as mall exhibitions, mobile vans, and interactive digital displays.
This presentation covers the short description of Consumer Behavior- Perception and Learning, complemented by examples and Case studies. Prepared by Jasleen Kaur and Ishika, MBA, Indira Gandhi Delhi Technical University for Women, using Canva free version.
2014 Annual Transportation Construction Law & Regulatory Forum Sponsorship Formartba
This document outlines sponsorship opportunities for an annual transportation construction law and regulatory forum, including reception sponsorship for $3,500 which provides logo recognition and three complimentary registrations, breakfast sponsorship for $2,500 which provides logo recognition and two registrations, lunch sponsorship for $2,500 with the same benefits, and a networking break sponsorship for $1,500 which provides one complimentary registration. It includes a sponsorship form requesting contact and payment details.
This document discusses various qualitative and quantitative techniques for measuring brand equity, including awareness, image, responses, and relationships. It also covers brand personality, values, extensions, and managing brands over time through consistency, change, protection, and revitalization. Key techniques include free association, projective techniques, experiential methods, and multidimensional scaling. The document emphasizes capturing consumer mindsets to understand true opinions and feelings towards brands.
This chapter discusses information search, which is an important stage of consumer decision making. It covers the nature of internal and external information searches, key types and sources of information consumers seek, and factors that influence the amount of external search. The chapter also examines how the internet has become a major source of information and how marketers can drive consumers to their online information.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
The document discusses consumer attitude formation and change. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. There are three main components that make up attitudes: the cognitive component involving knowledge and perceptions, the affective component involving feelings, and the conative component involving the likelihood of taking action. Models of attitudes include the tricomponent model and multiattribute models examining how attitudes are formed based on evaluations of product attributes or beliefs. Strategies for changing attitudes include associating products with admired groups, resolving conflicting attitudes, and altering components of multiattribute models.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
This document provides an overview of advertising design strategies and frameworks. It discusses Dove's "Campaign for Real Beauty" and contrasts it with Axe body spray's sexually-oriented advertising. The document then covers cognitive, affective, and conative message strategies as well as common executional frameworks like animation, slice-of-life, dramatization, testimonials, and fantasy. It also discusses the use of celebrities, CEOs, experts, and typical people as spokespersons or endorsers in advertising. Finally, the document outlines principles of effective advertising and ways to beat advertising clutter.
The document discusses learning and memory in consumer behavior. It defines learning as any change in long-term memory or behavior resulting from information processing. Consumer behavior is largely learned behavior. There are different types of learning, including conditioning (classical and operant conditioning) and cognitive learning (rote learning, modeling, and reasoning). Most consumer learning occurs through low involvement contexts using techniques like classical conditioning, iconic rote learning, and vicarious learning. The strength of learning is influenced by factors like importance, involvement, mood, reinforcement, stimulus repetitions, and imagery.
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
BB Chapter One: Consumer Behavior and Marketing StrategyBBAdvisor
This chapter introduces key concepts in consumer behavior and how it relates to marketing strategy. It discusses [1] why studying consumer behavior is important for developing effective marketing strategies, [2] how consumer behavior influences various aspects of marketing strategy, and [3] a model of consumer decision making that involves both internal and external influences. The chapter emphasizes that understanding consumer behavior can provide competitive advantages and help companies make better strategic marketing decisions.
The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSETAvinash Singh
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
This document discusses retailing in India, including the various types of retail formats that exist, from traditional open-air markets to modern shopping malls. It outlines some of the main challenges in Indian retailing related to store operations like type, location, design and pricing policies. Factors that influence retail location and different pricing strategies are also examined. The document concludes by describing various promotional strategies and techniques used by Indian retailers, such as mall exhibitions, mobile vans, and interactive digital displays.
This presentation covers the short description of Consumer Behavior- Perception and Learning, complemented by examples and Case studies. Prepared by Jasleen Kaur and Ishika, MBA, Indira Gandhi Delhi Technical University for Women, using Canva free version.
2014 Annual Transportation Construction Law & Regulatory Forum Sponsorship Formartba
This document outlines sponsorship opportunities for an annual transportation construction law and regulatory forum, including reception sponsorship for $3,500 which provides logo recognition and three complimentary registrations, breakfast sponsorship for $2,500 which provides logo recognition and two registrations, lunch sponsorship for $2,500 with the same benefits, and a networking break sponsorship for $1,500 which provides one complimentary registration. It includes a sponsorship form requesting contact and payment details.
El documento trata sobre los diferentes fenómenos metalúrgicos que ocurren durante el proceso de soldadura. Explica conceptos como la solidificación, reacciones en estado sólido, diagramas de estado y transformaciones, y cómo afectan las propiedades mecánicas de la unión soldada. También describe posibles defectos como la fisuración por hidrógeno y técnicas para prevenirlos como el pre-calentamiento y post-calentamiento.
This document provides a summary of an individual seeking a sales position. It outlines their relevant experience in sales, customer service, and technical support over the past 5 years. Their experience includes managing key accounts, conducting sales presentations, troubleshooting, and maintaining high productivity and sales targets. They possess strong communication, negotiation, data analysis, and people skills as well as technical proficiency in SAP systems. Their education includes a graphic design course and sales-focused training. References are provided.
Detail Findings:
1.Consumer Usage and Attitude
•Purchasing of yogurt cup habit .
•Consumption of yogurt cup habit
•Purpose of yogurt cup consumption
2. Brand Awareness and Brand usage
•Awareness of yogurt cup brands
•Brands ever consumed
•Brands are consumed in the past 1 month
•Brands most often consumed 2
Waar gaat het naar toe met de HR-functie? Voldoende werk voor HBO'ers binnen HRM?
Suggesties voor opleiding? Afscheid van een boeiend en levendig vakgebied, dat perspectief biedt aan all rounders die tegen een stootje kunnen en voldoende van wanten weten.
The document outlines the consumer decision making process, which includes problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. It then discusses different types of online shoppers, categorizing them based on their online spending habits, comfort with technology, willingness to purchase online, and growth potential for online retailers. The types discussed include adventurous explorers, shopping avoiders, technology muddlers, fun seekers, shopping lovers, fearful browsers, suspicious learners, and business users.
This document summarizes the learning style of Vedruna, a Catholic school in Villena, Spain run by the Carmelite Sisters of Charity of Vedruna Congregation. The school aims to provide an education grounded in Catholic ideals that helps students grow intellectually, personally, and socially. Its learning style is based on loving care for students, close relationships within the school community, motivating education to discover abilities, trusting each student's potential, personalized education, active and practical pedagogy, promoting joy in learning, and a focus on will, responsibility, and quality work.
The document discusses consumer loyalty and decision making. It explains that consumer decision making involves selecting an option from multiple alternatives. There are three main models used to analyze consumer decisions: economic models based on rationality; psychological models based on needs and influences; and consumer behavior models that blend economic and psychological approaches. The document also discusses complex decision making, the factors that influence brand and store choice, and how marketing organizations can increase the likelihood of their brand being considered.
Research on brand loyalty and consumer of tea in pakistanirfan ali
Brand Loyalty Is When Consumers Become Committed To Your Brand And Make Repeat Purchases Over Time. Brand Loyalty Is A Result Of Consumer Behavior And Is Affected By A Person's Preferences. Loyal Customers Will Consistently Purchase Products From Their Preferred Brands, Regardless Of Convenience Or Price. The beverages sector in Pakistan has undergone significant transformation in the past 12 years. Within the beverages sector, Tea industry in Pakistan is to grow 25- 30 % annually and would double or triple times.
The document outlines an 8-step decision making process for selecting a soft drink:
1) Identify the problem
2) Identify decision criteria like brand, taste, price, packaging, and color
3) Allocate weights to the criteria
4) Develop alternatives like Coca Cola, Sprite, Pepsi, etc.
5) Analyze the alternatives based on the criteria
6) Select the alternative with the highest total score
7) Implement the decision
8) Evaluate the effectiveness of the decision
This document discusses the consumer decision making process. It outlines five factors that influence consumer decisions, as well as three levels of consumer decision making ranging from extensive problem solving to routine response behavior. The stages of the consumer decision making process are described, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. An example consumer decision process for purchasing a new car is provided to illustrate these stages.
1) The document discusses the consumer decision making process, which involves need recognition, information search, and evaluation of alternatives.
2) It examines factors that influence consumer behavior such as cultural, social, and personal characteristics as well as the psychological processes of motivation, perception, learning, beliefs, and attitudes.
3) The stages of the consumer decision process are outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
1) The document discusses the steps of the decision making process which includes identifying the problem, criteria, weighting criteria, developing alternatives, analyzing alternatives, selecting the best alternative, implementing it, and evaluating.
2) It provides an example of getting a job in a school and lists the relevant criteria as salary, opportunity to progress, job environment, incentives, facilities, job security, location, and timings.
3) The alternatives provided are jobs at Unique, American Lycetuff, LDA, Allied, and Cathedral schools. Each alternative is then analyzed and weighted against the criteria to select the best option.
Physical education is beneficial for both individuals and society. The soprano voice is considered the highest singing voice for women. An example of Mindanao art could be coloring examples of growing food.
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
My chapter from the book: Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research, ISBN 978-0813823973
http://www.amazon.com/Product-Innovation-Toolbox-Consumer-Understanding/dp/0813823978/
This document summarizes key concepts about consumer decision making from a marketing lecture. It discusses:
1) The five stages of the consumer decision making process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
2) Types of consumer buying decisions based on involvement: routine response, limited decision making, and extensive decision making. More involved purchases require more search and consideration of alternatives.
3) Cultural, social, and psychological factors that influence consumer decisions at each stage of the process, such as recommendations from personal contacts, brand perceptions, and efforts to reduce cognitive dissonance after purchase.
The document summarizes the consumer decision process in 6 stages: need recognition, information search, alternatives evaluation, purchase and consumption, and post-purchase. It describes key aspects of each stage, including recognizing functional and psychological needs, internal and external information searches, attribute sets in evaluation, and outcomes like satisfaction, dissonance, and loyalty in post-purchase. The consumer decision process involves recognizing needs, gathering information, comparing alternatives, making purchases, and assessing outcomes after the fact.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
The stages in the business organizational decision making process are:
1. Problem recognition - recognizing a need within the organization
2. Information search - gathering information from various sources to learn more about options
3. Evaluation of alternatives - evaluating options based on attributes and how they meet the organization's needs
4. Purchase decision - selecting the best option to move forward with
5. Post-purchase evaluation - assessing after the purchase whether the selected option met expectations
The document discusses consumer behavior and the consumer decision-making process. It covers topics like need recognition, information search, purchase evaluation, and post-purchase behavior. It also discusses factors that influence consumer decisions at different stages, like cultural, social, individual, and psychological factors.
1. The document discusses decision rules that consumers use when purchasing cars, such as compensatory and non-compensatory rules. Compensatory rules allow trade-offs between attributes, while non-compensatory rules do not.
2. It provides examples of how different decision rules may be applied in car purchasing, such as using the lexicographic rule to prioritize price before other attributes for a used car. Consumers also often use weighted compensatory rules to evaluate multiple important attributes of new cars.
3. A survey found that brand name and price are the two most important attributes for car purchasers in Pakistan, though other functional and hedonic features are also considered, explaining preferences there for
Assignment needs to make sure it relates to this week’s readings a.docxrock73
Assignment needs to make sure it relates to this week’s readings and lecture. The assignment also needs demonstrate an understanding of lesson concept and clearly present well-reasoned ideas and concepts.
Consumer Decision Making
Welcome class to week six of the course, we only have three weeks left to go, yeah. We have officially covered over the last five weeks the foundations of what marketing is, along with discussing in depth the elements (four P’s) of the marketing mix. This week, we are going to discover what I like to call the fifth P of the marketing mix, “people.” We are going to learn all about the consumer this week and the vital role “People,” also known as the consumers play within the wonderful world of marketing. Let’s not waste anymore time and jump right into the role of a consumer.
The Importance of Understanding Consumer Behavior
Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. Understanding how consumers make purchase decisions can help marketing managers know how to meet the demands, needs, and criterion of the consumer.
The Consumer Decision Making Process
When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process, a five-step process used by consumers when buying goods or services. The five steps of the consumer decision-making process are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior.
These five steps represent a general process that can be used as a guide for studying how consumers make decisions. It is important to note, though that consumers’ decisions do not always proceed in order through all of these steps. In fact, the consumer may end the process at any time or may not even make a purchase. Let’s discuss the five steps of the consumer decision-making process in greater detail.
1. Need Recognition
The first stage in the consumer decision-making process is need recognition. Need recognition is the result of an imbalance between actual and desired states. The imbalance arouses and activates the consumer decision-making process. Need recognition is triggered when a consumer is exposed to either an internal or an external stimulus, which is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
Internal stimuli are occurrences you experience such as hunger or thirst. External stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or a ...
Consumers go through several steps when making purchasing decisions. They start with problem recognition where they identify a need. They then conduct an information search by gathering information from personal contacts, public media, commercial sources, and experiential examination. Consumers evaluate the alternatives they find to determine which options best meet their desired attributes. The final purchase decision is influenced by heuristics like only choosing options that meet minimum criteria for each attribute, selecting the best on one key attribute, or eliminating options that do not meet minimum criteria on certain aspects. Post-purchase factors like opinions of others, unanticipated situations, satisfaction levels, and speed of consumption can intervene in their evaluation of the product.
The document discusses consumer decision making and behavior. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It also discusses factors that influence consumer decisions such as involvement, time, cost, information search, and alternatives considered. There are three levels of consumer decision making - extensive problem solving, limited problem solving, and routinized response behavior. The document also presents four models of consumer decision making - economic, passive, cognitive, and emotional views.
This document provides an overview of consumer buying behavior and various models that have been developed to understand it. It defines consumer buying behavior and discusses why it is important for firms to analyze. Several traditional models are described like the economic, learning, psychological, and sociological models. Contemporary models are also outlined, including the Howard Sheth model, Nicosia model, and Engel-Blackwell-Miniard model. The key aspects of each model are summarized. The document also discusses the differences between consumers and customers.
Write an analysis of the purchasing process conducted by a specijameywaughj
Write an analysis of the purchasing process conducted by a specific enterprise.
Just as consumers have a process by which they purchase products, every enterprise has a process by which it purchases products.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
Competency 2: Analyze consumer behavior.
Describe a business that acquires, consumes, and disposes of a product.
Assess how the business acquires products or services, including the purchasing process.
Competency 3: Assess the managerial application of customer behavior concepts.
Explain difficulties of obtaining products and how the process can be improved.
Analyzing how consumers recognize their needs for products and evaluate their alternatives allows companies to determine how many types of products they should offer and how to advertise them. In recent years, when consumers showed a strong interest in healthier living and eating, fast food restaurants began offering alternative menu items. In some cases, such restaurants had difficulty predicting the particular ways that healthy living could be translated into their product offerings. Hamburgers without buns became a short-lived offering at some fast food restaurants. In contrast, healthy alternatives to French fries and soft drinks in kids' meals are still offered by many establishments.
The purchasing of goods and services drives the economy, but many factors influence consumers' purchasing decisions. The price associated with a purchase impacts whether or not a consumer will buy. Many other variables, such as how to pay for the purchase and the timing of the purchase, do as well. Many companies will use incentives such as cash-back, zero percent financing, or discounts to try to influence customers buy sooner rather than later.
Consumers have many choices in the types of goods and services they may purchase. They also have a variety of choices in the means by which to make a purchase. For example:
Retail stores remain a dominant force in the sales of goods to consumers. A great deal of consideration is involved in retail store layout, employee training, and in selecting the location of the stores.
Online shopping continues to increase and evolve, and firms such as eBay and Amazon have become permanent fixtures in the marketing landscape
CUSTOMER BEHAVIOR TERMINOLOGY
AIO Measures
Statements that describe the activities, interests, and opinions of consumers.
Benefit segmentation
Dividing consumers into different market segments based on the benefits they seek from purchasing and consuming products.
Brand
A product or product line, store, or service with an identifiable set of benefits, wrapped in a recognizable personality.
Brand associations
The linkages in memory between the brand and other concepts.
Brand extensions
The extension of a brand name that is well-known and respected in one produc ...
This document discusses factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors. It outlines the consumer decision making process and different roles in the buying process. The document also discusses measuring customer satisfaction and maximizing customer lifetime value through analyzing customer profitability and calculating customer lifetime value. It introduces concepts of competitive advantage, customer equity, value equity, brand equity, and relationship equity.
The document provides an overview of the contents of a consumer behavior course, including 5 modules that cover topics like consumer demographics, consumer decision making processes, influence of groups on consumer behavior, and diffusion of innovations. It also defines key concepts in consumer behavior like needs and wants, and provides a high-level consumer decision making model.
The document provides an overview of the contents of a consumer behavior course, including 5 modules that cover topics like consumer demographics, motivation, attitudes, group dynamics, and the diffusion of innovations. It also defines consumer behavior as the mental and physical activities undertaken by customers that result in decisions to purchase and use products and services. Key aspects of the consumer decision making process are outlined, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
This document discusses various methods for measuring brand equity, including qualitative, quantitative, and comparative methods. Qualitative methods involve unstructured techniques like free association and projective techniques to understand consumer perceptions. Quantitative methods use scales to measure brand awareness, image, and beliefs through tools like aided recall, multidimensional scaling, and analyzing purchase intentions. Comparative methods examine consumer response to brands and marketing programs through approaches like conjoint analysis and holistic methods that value brands.
1. The document provides an overview of a course on consumer education, including the course description, units, outcomes, and modules.
2. Module 1 focuses on consumer behavior and includes lessons on introduction to consumer behavior and perception.
3. The lesson on introduction to consumer behavior defines consumer behavior and discusses the consumer decision-making process and models used to evaluate alternatives.
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2. What Is Evaluation of alternatives?
The process through which we compare and contrast
different solutions to the same marketplace problem.
It is the third step in the consumer decision-making process.
Let's say a consumer is evaluating the attributes of a groups of
computers. They have identified four attributes: performance, design,
price, and value. During the evaluation the consumer will place
different levels of importance with each attribute based of what is
most important to them.
During this stage consumers usually compare products based on
their various feature and benefits using the information from
pervious stage
3. The consumer will "evaluate" each brand and form beliefs on
how each brand rates on each attribute. The consumer may
turn to friends and family, consult consumer reviews, or discuss
their situation with sales people during the Information Search.
During this stage consumers usually compare products based
on their various feature and benefits using the information
from pervious stage.
there are several processes at work inside the consumer's mind,
forming beliefs and attitudes about all of the products to
choose from.
4. Consumer evaluation sets
The brands you thought of as potential solutions for a problem
are known as the awareness set.
The alternatives actively considered during a consumer’s choice
process are his or her evoked set or consideration set. The
evoked set comprises those products already in memory (the
retrieval set), plus those prominent in the retail environment
An evoked set is those brands or products one will evaluate
for the solution of a particular consumer problem. It is
important to note that the evoked set or consideration set will
vary depending on the usage situation
5. Consumer evaluation sets
The brand you found completely unworthy of further
consideration is a member of what is called the inept set.
Brands in the inept set are actively disliked or avoided by the
consumer. Positive information about these brands is not likely
to be processed even if it is readily available.
Brands of which you were aware but were basically indifferent
toward are composed of what is known as an inert set.
Consumers will generally accept favorable information about
brands in the inert set, although they do not seek out such
information.
6. Alternative Characteristics
To choose among the brands in the evoked set, the
consumer compares them on the relevant evaluative
criteria. This process requires the consumer to
gather information about each brand on each
pertinent evaluative criterion.
Consumers engage in internal and external search for
(1) appropriate evaluative criteria, (2) the existence of
potential solutions, and (3) the characteristics of
potential solutions
7. Evaluative criteria
Evaluative criteria are the dimensions used to judge
the merits of competing options. In comparing
alternative products using any number of criteria,
ranging from very functional attributes to
experiential ones.
Typically, consumers use from four to six criteria.
The more important the purchase and/or the greater
experience a consumer has with the product class,
the greater the number of criteria used.
Criteria may be used in combination.
8. Evaluative criteria
Another important point is that criteria on which products differ from
one another carry more weight in the decision process than do those
where the alternatives are similar.
The attributes actually used to differentiate among choices are
determinant attributes.
The decision about which attributes to use is the result of procedural
learning, in which a person undergoes a series of cognitive steps before
making a choice. These steps include identifying important attributes,
remembering whether competing brands differ on those attributes, and so
on. In order for a marketer to recommend a new decision criterion
effectively, his or her communication should convey three pieces of
information:
9. Evaluative criteria
It should point out that there are significant differences among
brands on the attribute.
It should supply the consumer with a decision-making rule,
such as if (deciding among competing brands), then ... (use the
attribute as a criterion).
It should convey a rule that can be easily integrated with how
the person has made this decision in the past. Otherwise, the
recommendation is likely to be ignored because it requires too
much mental work
10. Country of Origin, Price, and
Brand, as Evaluative Criteria
Country of origin is used to signal product quality. Ex
Peoples May have negative perception about china
products than the Germans products.
Use of price as criterion varies across product categories:
ex Peoples may have a perception that as products with
low price with low quality.
Brand reputation
Brand may be viewed as an indicator of quality and/or
consistency of satisfaction - lessening risk. Like adidas shoe Nike
and so on
11. Choosing familiar brand names: loyalty
or habit?
Branding is a marketing strategy that often functions as a heuristic.
People form preferences for a favorite brand, and then they literally may
never change their minds in the course of a lifetime
Consumer inertia: the tendency to buy a brand out of habit merely
because it requires less effort: examples..
Customer is too busy to check out your shop
Customer may visit the store but find no suitable customer service
She wants to buy online but website is too badly designed and
takes a lot of time to load.
Brand loyalty: repeat purchasing behavior that reflects a conscious
decision to continue buying the same brand
12. Decision Heuristics
Mental rules of thumb or shortcuts that help consumers reach decisions quickly and
efficiently.
Especially where limited problem-solving occurs prior to making a choice, consumers
often fall back on heuristics, or mental rules-of-thumb that lead to a speedy decision.
Examples:
Price: “the higher the price the better the quality”
Brand reputation: if it’s brand X, it must be good (or bad)
Key product features: if a used car has a clean interior, a buyer may also infer a mechanically
sound vehicle.
13. Decision rules
How consumers evaluate and choose products and services in
different buying situations.
Rules are used consciously or unconsciously
Cognitive decision-making models describe how consumers
systematically use information about attributes to reach a
decision. Researchers also recognize that consumers may make
decisions on the basis of feelings or emotions, using affective
decision-making models. Therefore, marketers need to know
how consumers make choices when the decision is either
cognitive or more emotional in nature.
14. Cognitive models describe the processes by
which consumers combine information about
attributes to reach a decision in a rational,
systematic manner. Two types of cognitive
models are (1) compensatory versus no
compensatory and (2) brand versus attribute
15. Compensatory model
It is a mental cost-benefit analysis model in which
negative features can be compensated for by positive
ones.
With a compensatory model, consumers evaluate how
good each of the attributes of the brands in their
consideration set is (i.e., they make judgments about
goodness and badness) and weight them in terms of
how important the attributes are to their decisions
16. Types of compensatory rules
Simple additive: total scores on all evaluative criteria for each alternative
and the highest score wins (assumes all criteria of equal importance
Weighted additive: assign relative weight to each criterion based on
perceived importance and then multiply the score by the relative weight to
arrive at a weighted score, sum scores, highest weighted score wins
17. No compensatory model
Is simple decision model in which negative information leads to
rejection of the option
With a no compensatory model, consumers use negative
information to evaluate brands and immediately eliminate from
the consideration set those that are inadequate on any one or
more important attributes
No compensatory models require less cognitive effort than
compensatory models do because consumers set up cutoff
levels for each attribute and reject any brand with attribute
rankings below the cutoff.
18. Types of non compensatory model
Conjunctive model - A non-compensatory model that sets minimum
cutoffs to reject “bad” options
Disjunctive model - A non compensatory model that sets acceptable
cutoffs to find options that are “good.” Meet minimum “in” do not “out
Lexicographic: rank each of the evaluative criteria in order of importance;
compare alternatives on most important with highest score winning; if tie
for high score those tied evaluated on second most important criterion,
etc., until “winner” is found
20. Decisions Based on Brands
In making a decision, consumers may evaluate one
brand at a time. Brand processing is evaluating one
brand at a time.
Much research has focused on brand-based
compensatory models, also called multi attribute
expectancy-value models
Note that when considering multiple attributes,
consumers tend to give more weight to those that are
compatible with their goals. Conjunctive model and
Disjunctive model
21. Decisions Based on Product Attributes
Attribute processing occurs when consumers compare across brands one
attribute at a time, such as comparing each brand on price
Additive difference model - Compensatory model in which brands are
compared by attribute, two brands at a time.
Lexicographic model - A non-compensatory model that compares brands
by attributes, one at a time in order of importance.
Elimination-by-aspects model - Similar to the lexicographic model but
adds the notion of acceptable cutoffs.
Consumers first order attributes in terms of importance and then compare
options on the most important attribute.
22. Decisions Based on Gains and Losses
Research shows that the decisions consumers
make also depend on whether the consumer is
motivated to seek gains or to avoid losses.
According to prospect theory, losses loom
larger than gains for consumers even when the
two outcomes are of the same magnitude
This has been called the endowment effect
because ownership increases the value (and
loss) associated with an item
23. High Effort Affective Decisions
With affective decision making, consumers make a decision
because the choice feels right rather than because they have
made a detailed, systematic evaluation of offerings
Appraisals and Feelings
Appraisal theory examines how our emotions are
determined by the way that we think about or
“appraise” the situation. This theory also explains
how and why certain emotions can affect future
judgments and choices. People who are fearful tend
to see more risk in new situations than do people
who are angry,
24. Affective Forecasts and Choices -Consumers’
predictions of what they will feel in the future
affective forecasting—can influence the
choices they make today
Affective forecasting occurs when consumers
try to predict how they will feel in a future
consumption situation. Specifically, they try to
predict what feelings they will have, how
strongly these feelings will be, and how long
the feelings will last.
25. Imagery
Imagery plays a key role in emotional decision
making. Consumers can attempt to imagine
themselves consuming the product or service and
can use any emotions they experience as input for
the decision
Adding information actually makes imagery
processing easier because more information makes it
easier for consumers to form an accurate image
(whereas it may lead to information overload under
cognitive processing)
26. What affects high effort decisions?
Consumer Characteristics
Characteristics associated with consumers—such as
their expertise, mood, extremeness aversion, time
pressure, and metacognitive experiences—can affect
the decisions they make.
Extremeness aversion -Options that are extreme on
some attributes are less attractive than those with a
moderate level of those attributes.
27. Compromise effect - When a brand gains
share it is seen as an intermediate or
compromise rather than an extreme
option.
Attribute balancing -Picking a brand
because it scores equally well on certain
attributes rather than faring unequally on
these attributes.
Metacognitive experiences - How the
information is processed beyond the
content of the decision
28. Characteristics of the Decision
In addition to consumer characteristics,
decision characteristics can affect how
consumers make their choices. Two decision
characteristics of particular note are the
availability of information on which to base a
decision and the presence of trivial attributes.
29. Group Context
Finally, consumers’ decisions can be affected by the
presence of a group, such as when a group of people
is dining out and each member is deciding what to
order.
As each group member makes a decision in turn, he
or she attempts to balance two sets of goals: (1)
goals that are attained by the individual’s action
alone (individual alone) and (2) goals that are
achieved depending on the actions of both the
individual and the group (individual group).
30. In a group, consumers face three types of individual-group
goals,
Self-presentation. Consumers seek to convey a certain image
through the decisions they make in a group context.
Minimizing regret. Consumers who are risk averse and want
to minimize regret will tend to make choices that are similar to
those made by the rest of the group, leading to uniformity at
the group level
Information gathering. Consumers can learn more about the
different choices each has made through interaction with
other group members.