COLLEGE OF BUSINESS AND ENTREPRENEURIAL TECHNOLOGY

MARKETING MANAGEMENT DEPARTMENT

A Study of using Alternative Response Hierarchy

in purchasing product

An Undergraduate Thesis
Presented to the Faculty of the
College of Business and Entrepreneurial Technology
RIZAL TECHNOLOGICAL UNIVERSITY
Pasig City

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management

By

Calolot, Kenneth C.
Dolosa, Jessabelle L.
Gernale, Mary Dion A.
Ruiz, Raquel J.
 COLLEGE OF BUSINESS AND ENTREPRENEURIAL TECHNOLOGY

MARKETING MANAGEMENT DEPARTMENT

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

Customers buy products for a variety of reasons, one of which is that

they know they will work and they have seen the results and choose that

brand because of its quality, whether they learnt about the product from

personal experience or through advertising. Many research has been

undertaken in recent years to determine the probable source and solutions for

consumer discontent and complaining behavior.

In fact, the Alternative Response Hierarchy Models proposed in this

study aid consumers in determining perceived product uniqueness and

involvement. The client will conduct extensive research and establish

judgments about the attitude item using the usual Learning hierarchy (Learn-

Feel- Do) model. Consumers may act first, then acquire attitudes or feelings,

and gain information to support their behaviors, according to the Dissonance-

Attribution hierarchy (Do-Feel-Learn) model. Finally, according to the

Krugman Low-Involvement Hierarchy (Feel-Do-Learn), purchasers used their

feelings to purchase a product before learning about it. Furthermore, the Low-

Involvement hierarchy is most frequently noticed in the author's laboratory

research program, according to the American Association of Advertising

Agencies Educational Foundation.

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MARKETING MANAGEMENT DEPARTMENT

According to the researchers, due to the power of social media, a lack of

knowledge and information in a product is now one of the issues. Potential

buyers have no method in purchasing product and simply buy whatever they

want, even if they have no prior knowledge or experience with the product.

Past research finds out that a recurring problem in purchasing product is

because of purchasing behavior, comprehension to conviction and marketing

communications.

Furthermore, dissatisfaction has been regarded as a precondition for

complaining behavior. Customers who are dissatisfied with the quality of their

purchased products is due to lack of information about the product itself.

Another example is, some of buyers have exceeded their expectations for

their products based on past experience, but the quality of their products has

changed suddenly, leaving consumers dissatisfied.

In view of this situation, every response mentioned can solve a certain

issue or problem in regards of what situation occurs. But to be more precise,

being knowledgeable about the different response hierarchy can save you a

lot of time and money in purchasing a product. Moreover, one of the

advantages of learning the response hierarchy is that, every consumer might

avoid being dissatisfied about the product they have bought. And lastly, these

alternative response hierarchy will be a better solution for consumers to

understand the response process in purchasing a product.

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MARKETING MANAGEMENT DEPARTMENT

Theoretical Framework

The AIDA model theory highlights the cognitive phases that a person

goes through while purchasing a product or service. It's a buying funnel where

customers go to and for each stage in order to help them make the final

purchase. It is a model of the advertising effect that defines the stages that a

person goes through while acquiring a product. Among all the classic

marketing models, the AIDA model, which tracks the client journey through

Awareness, Interest, Desire, and Action, is possibly the most well-known.

(Hanlon, 2021). Many marketers find AIDA valuable because we use it on a

regular basis while designing our marketing communications strategy,

whether consciously or subconsciously also it helps the marketers to know

what consumers preferred attributes and the consumers attitudes in selecting

a product.

The Operational Model is a strategic framework that consists of three

components: non-evaluative thinking, evaluative thinking, and action. The first

step of the Operational Model is non-evaluative thinking. Marketers knew that

consumers are exposed to several brands and the various things that they

offer at this time. This is the stage where potential customers become aware

of the product. The operational model's second level is evaluative reasoning.

This is the phase in which potential clients assess numerous products and

compare them to similar products from various brands in order to make a

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MARKETING MANAGEMENT DEPARTMENT

decision among the many options available. And last the action stage in the

operational model. This is a stage wherein a consumer makes the final

purchase decision and purchases the product (INDIAFREENOTES 2021). To

put it concisely non-evaluative thinking takes place in the cognitive stage,

evaluative thinking falls under the affective stage and the action falls under

the behavioral stage.

The Information Processing Model offers cognitive psychologists with a

valuable framework for explaining and describing mental processes. The

model compares the cognitive process to that of a machine. The human mind,

like a computer, takes in information, organizes it, and stores it for later

retrieval. The human mind has similar structures to the computer, which

include an input device, a processing unit, a storage unit, and an output

device. Information is inputted into a computer via input devices such as a

keyboard or a scanner. In the human mind, the input device is called the

Sensory Register, composed of sensory organs like the eyes and the ears

through which we receive information about our surroundings (Alleydog.com

2022). As information is received by a computer, it is processed in the Central

Processing Unit, which is equivalent to the Working Memory or Short-Term

Memory. In the human mind, this is where information is temporarily held so

that it may be used, discarded, or transferred into long-term memory that can

kept for an indefinite period of time of the consumer in purchasing a product.

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MARKETING MANAGEMENT DEPARTMENT

Statement of the Problem

This study aims to determine the Study of using Alternative Response

Hierarchy in purchasing product. More specifically, it seeks to find answer to

the following questions:

1.What is the profile of consumer in the terms of:

1.1 Age

1.2 Gender

1.3 Status

2.How does the following alternative response hierarchy influence consumer

in purchasing product?

2.1 Learn- feel-do

2.2 Do- feel- learn

2.3 Learn- do -feel

3.What is the significant relationship of using Alternative Response Hierarchy

in purchasing product when grouped according to profile?

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4.What are the problems that consumer encountered in purchasing a

product?

4.1 Product Quality

4.2 Product Information

4.3 User Experience

5.What implication may be drawn based on the result of the study?