CONSUMER BEHAVIOR

CHAPTER - 14
Extensive Problem Solving: Extensive Problem Solving: A search by the consumer to establish the necessary product
criteria to evaluate knowledgeably the most suitable product to IulIill a need.
Limited Problem Solving: Limited Problem Solving: A limited search by a consumer Ior a product that will satisIy
his or her basic criteria Irom among a selected group oI brands.
Routinized Response Behavior: Routinized Response Behavior: Consumers have experience with the product category Consumers have experience with the product category
and a well and a well- -established set oI criteria with which to evaluate the brands they are considering. established set oI criteria with which to evaluate the brands they are considering.
Models of Consumers: Four Views of Consumer Decision Making:
Economic view: Be aware oI all available product alternatives
Be capable oI correctly ranking each alternative in terms oI its beneIits and disadvantages
Passive View: Consumers are perceived as impulsive and irrational purchasers, ready to
yield to the aims and into the arms oI marketers.
Cognitive View: It Iocuses on the processes by which consumers seek and evaluate
inIormation about selected brands and retail outlets.
Emotional View: Each oI us are likely to associate deep Ieelings or emotions, such as joy,
Iear, love, hope, sexuality, Iantasy and even a little magic.
Figure 16.2 A SimpIe ModeI of Consumer Decision Making
irm`s Marketing EIIorts
1. Product
2. Promotion
3. Price
4. Channels oI distribution
Sociocultural Environment
1. amily
2. InIormal sources
3. Other noncommercial sources
4. Social class
5. Subculture and culture
Need Recognition
Prepurchase Search
Evaluation oI Alternatives
Psychological ield
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Purchase
1. Trial
2. Repeat purchase
Postpurchase Evaluation
Output
Process
Input
External InIluences
Consumer Decision Making
Postdecision Behavior
Figure 16.3 The Evoked Set as a Subset
of AII Brands in a Product CIass
ll
Brands
Known
Brands
Unknown
Brands
Overlooked
Brands
Indifferent
Brands
Unacceptable
Brands
cceptable
Brands
Not Purchased
Brands
Purchased
Brands
Evoked Set Inept Set
Inert Set
(1)
(2)
(3) (4)
(5)
Issues in lternative Evaluation:
W Evoked Set
W Criteria Used Ior Evaluating Brands
W Consumer Decision Rules
W LiIestyles as a Consumer Decision Strategy
W Incomplete InIormation and Noncomparable Alternatives
W Series oI Decisions
W Decision Rules and Marketing Strategy
W Consumption Vision
Consumer Decision Rules
WCompensatory
A type oI decision rule in which a consumer evaluates each brand in terms of each
relevant attribute and then selects the brand with the highest weighted score.
WNoncompensatory
A type oI consumer decision rule by which positive evaluation of a brand
attribute does not compensate for a negative evaluation oI the same brand
on some other attribute.
WConjunctive Decision Rule
A noncompensatory decision rule in which consumers establish a minimally
acceptable cutoff point Ior each attribute evaluated. Brands that Iall below the
cutoII point on any one attribute are eliminated Irom Iurther consideration
Disjunctive Decision RuIe
A noncompensatory decision rule in which consumers establish a minimally
acceptable cutoff point for each relevant product attribute
Lexicographic RuIe
A noncompensatory decision rule - consumers first rank product attributes in
terms of importance, then compare brands in terms of the attribute considered
most important.
Affect ReferraI Decision RuIe:
A simplified decision rule by which consumers make a product choice on the
basis of their previously established overaII ratings of the brands considered,
rather than on specific attributes.