Marketing

Process of Marketing:
Changing Behaviour
Picking

Variety seeking Impulse

Legalistic

Subcontracted (if consumer is Problem solving (if consumer is

not knowledgeable to evaluate) knowledgeable to evaluate)

Heuristics

Brand Loyalty

Details of specific behaviour would be discussed in subsequent session

• Marketing is about increasing involvement by
changing the way consumers evaluate quality
 Concepts
• Quality
• Involvement
 Quality Evaluation

• Search Attributes
– Can be evaluated before purchase
• Experience attributes
– Can be evaluated after usage
• Credence attributes
– Can not be evaluated even after use
 Search attributes

Metal jacket special jacket sealed cover

 Experience Attributes

http://www.youtube.com/watch?v=mdiRfDagxSA
Credence Attributes
Purchase Involement
Product involvement
Process of increasing product involvement

• Increasing risk associated with purchasing untried

brand increases the importance of the product
class
– Increasing risk is about highlighting the consequences of
taking an unfavorable action
– http://www.youtube.com/watch?v=xSGnbl95w0Q
– http://www.youtube.com/watch?v=zaI2JEV3Yuo
Product performance risk
Social Risk
 Information collected for decision making

Add Risk Build Heuristics

Search attributes Experience attributes Credence attributes

 Generalized framework

Low uncertainty High uncertainty of

of untried brands untried brands
Low Buying beh: Buying beh:
differences Picking Habit
between
brands
High Buying beh: Buying beh:
differences Variety seeking Problem solving
between
brands
 Process of Marketing

Low High uncertainty of

uncertainty of untried brands
untried brands
Low Commodity Build Credence attr
difference
s between
brands
High
difference Build Search Build Experience
s between attr attr
brands
 Process of Marketing

Low uncertainty High uncertainty of

of untried untried brands
brands
Low Commodity Reduce Purchase
differences involvement
between
brands
High
differences Increase Add Product
between Purchase invol involvement
brands
 Summary of Marketing
Low uncertainty of High uncertainty of
untried brands untried brands
Low Search attribute of Credence
difference convenience: attributes:
s Product and Product
between purchase involvement is
brands involvement are less high but purchase
involvement is less
High Search attribute of Experience
difference price/quantity: attributes:
s Product involvement Product and
between is low but purchase purchase
brands involvement could involvement are
be high high