Assignment 3

My Buying Decision Process: ADATA Classic CH11 1TB
Marketing Management
MKT 501

Submitted to

Dr. Md. Humayun Kabir Chowdhury
Professor Department of Business Administration East West University

Submitted by

Sad Hasnain Ahmed
Id#2010-3-95-033

Date of Submission

8th August 2011

information search. What I did while searching for more information was browsing internet and calling friends. Information Search An aroused consumer will be inclined to search for more information. going online and visiting stores to learn about the product. They may skip or reverse some stages. purchase decision. or a need can be aroused by an external stimulus. and post purchase behavior. The Transcend StoreJet T35 milder search state is called heightened attention. the person may enter an active information search. consumers do not always pass through all five stages in buying a product or service.My Buying Decision Process: ADATA Classic CH11 1TB These basic psychological processes play an important role in understanding how consumers actually make their buying decision. |FIG 1| Five-Stage Model of the Consumer Buying Process The need can be triggered by internal or external stimuli. We can distinguish between two levels of arousal. phoning friends. At the next level. With an internal stimulus. Clearly. Total set of brands available from my information search are given in figure 2. I first saw a same kind of product (Transcend StoreJet T35) bought by my friend. my internal stimulus was aroused by the solution from external stimuli. Then I recognized my need for that kind of product to store my huge load of files. Problem Recognition The buying process starts when the buyer recognizes a problem or need. in my buying process. at this level a person simply becomes more receptive to information about a product. The consumers pass through five stages (see Figure 1): problem recognition. However. evaluation of alternatives. looking for reading materials. one of the person’s normal needs rises to a threshold level and becomes a drive. 1 1 . the buying process starts long before the actual purchase and has consequences long afterward. However.

10% to S&W and 10% to convenience. Then. 25% to style. I first felt the need to have a portable hard disk to store my files. Finally. 25% to Q&S. size & weight (S&W) and convenience (See Figure 2). WD. As a consumer.Awareness Set Transcend Western Digital (WD) Maxtor Adata Toshiba Consideration Set Transcend Western Digital Adata Choice Set WD Adata Decision Adata |FIG 2| Succession Sets Involved in My Decision Making My Attribute Preference Hierarchy: Price > Style > Q&S > S&W > Convenience Evaluation of Alternatives How does the consumer process competitive brand information and make a final value judgment? No single process is used by all consumers or by one consumer in all buying situations. good quality & service (Q&S). Portable HD Price Transcend WD Maxtor Adata Toshiba 8 7 6 9 8 Style 6 7 5 9 8 Attribute Q&S 9 10 8 8 7 S&W 6 7 5 8 9 Convenience 8 8 5 10 6 |TABLE 2| My Brand Beliefs about Portable HD The weights I probably would have assigned was 30% of the importance to the price of the portable HD. Adata and Toshiba. Table 1 shows my beliefs about how each brand rated on the four attributes (See Figure 2) I was interested in. the solutions I knew were Transcend. I took decision on the attributes I was searching from my portable hard disk were reasonable price. To find my 2 2 . stylish outlook. Maxtor. EXPECTANCY-VALUE MODEL Consumers evaluate products and services by combining their brand beliefs-the positive and negatives-according to importance.

25)5 + (0.05 Adata = (0. NONCOMPENSATORY MODELS OF CONSUMER CHOICE In my Portable HD buying process.25)9 + (0.25)8 + (0. With the conjunctive heuristic.30)6 + (0.10)5 = 6.25)6 + (0.85 Maxtor = (0.10)7 + (0. Purchase Decision In execution of my purchase intention.75) had the highest perceived value.perceived value for each portable HD. I actually took some “mental shortcuts” using simplifying choice heuristics.30)8 + (0. the consumer sets a minimum acceptable cut off level for each attribute and chooses the first alternative that meets the minimum standard for all attributes with the conjunctive heuristic.25)7 + (0. which (at 8.10)8 = 7.30)8 + (0. Heuristics are rules of thumb or mental shortcuts in the decision process.30)10 + (0. I had to make four sub-decisions about brand (Adata). I multiplied my assigned weights by my beliefs about each Portable HD’s attributes.65 My expectation-model formulation shows that I would have favored Adata.10)6 + (0. This computation leaded me to the following perceived values: Transcend = (0.10)8 = 7. Quantity (One) and payment method (Cash).10)8 + (0. but also increases the likelihood that the person would have made a different choice if he or she had deliberated in greater detail.10)10 = 8. dealer (IT World). according to the expectancy-value model. positive and negative attribute considerations do not necessarily net out.25)10 + (0.25)8 + (0.55 WD = (0.25)8 + (0.30)7 + (0. Evaluating attributes more in isolation makes decision making easier for a consumer.10)6 = 7.25)9 + (0.25)7 + (0. Three such choice heuristics are given in the next page: 1. With non-compensatory models of consumer choice.10)9 + (0.75 Toshiba = (0. 3 3 .10)5 + (0.

my narrow brand or product knowledge). the consumer compares brands on an attribute selected probabilistically where the probability of choosing an attribute is positively related to its importance and brands are eliminated if they do not meet minimum acceptable cutoff levels. The more intense the other person’s negativism and the closer the other person to the consumer. With the elimination-by-aspects heuristic. 3. the consumer chooses the best brand on the basis of its perceived most important attribute. With the lexicographic heuristic. number and similarity of brand choices and time pressure involved). the purchase decision task and setting (e.g. The converse is also true: A buyer’s preference for a brand will increase if someone he or she respects favors the same brand strongly.2. The first factor is the attitudes of others. The consumer’s motivation to comply with the other person’s wishes. The intensity of the other person’s negative attitude toward the consumer’s preferred alternative and 2. The extent to which another person’s attitude reduces the preference for an alternative depends on two things: 1. and social context (e. two general factors can intervene between the purchase intention and the purchase decision. I first used the elimination-byaspects heuristic to reduce the number of brand choices to a more manageable number (WD and Adata) base on perceived price and quality and then evaluated the remaining two brands by conjunctive heuristic based on the all attributes given in figure 2.g. INTERVENING FACTORS Even if consumers form brand evaluations.g. need for justification to my parents about the price) all may affect if and how choice heuristics are used. I have not adopted only one type of choice rule in making purchase decisions. Characteristics of the person (e. 4 4 . the more the consumer will adjust his or her purchase intention. I adopted a phased decision strategy that combined two decision rules.

if it exceeds expectations. Postpurchase Satisfaction and Action Satisfaction is a function of the closeness between expectations and the products perceived performance. the consumer is satisfied. If performance falls short of expectations. I faced two unexpected situations. In my Portable HD buying process. the consumer is disappointed.The second factor is unanticipated situational factors that may erupt to change the purchase intention. I rejected WD because of the negative attitude of the sales person of Computer Source and then got motivated to buy Adata because of the supportive attitude of the sales person of IT World. the consumer is delighted. At first. if it meets expectations. After the purchase. 5 5 . I am satisfied with it and I will suggest my acquaintances to buy it. Attitudes of Others Purchase Decision Unanticipated Situational Factors Purchase Intention Postpurchase Behavior Post-purchase behavior involves all the consumers' activities and the experiences that follow the purchase. the consumer might experience dissonance that stems from noticing certain disquieting |FIG 3| Evaluation of Alternatives Steps between Evaluation Alternatives and a Purchase Decision features or hearing favorable things about other brands and will be alert to information that supports his or her decision. As my Adata Portable HD met my expectations. I am also facing slight post purchase dissonance because of the favorable words I am hearing from my friend who is using WD’s Portable HD.

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