MARK1012 Chapter Notes - Chapter 5: Determinant, Cognitive Dissonance, The Techniques
CHAPTER 5 Consumer Behavior
Saturday, 20 May 2017
19:39
1. The consumer decision process model represents the steps that consumers go through
before, during, and after making a purchase.
A. Need for recognition: when a consumer recognize that they have an unsatisfied
need and they would like to go from their actual, needy state to a different, desired
state. The greater the discrepancy between the two, the greater the need for
recognition be. Consumer needs can be classified into functional need (pertains to
the performance of a product), psychological need (pertains to the personal
gratification)
2. Search for information: the length and intensity of the search are based on the
perceived risk associated with purchasing the product.
Types of information search:
o Internal search: the buyer examines his or her own memory and knowledge about
the product
o External search: the buyer seeks information outside his or her own memory and
knowledge base to help make the buying decision. It may be a friend, sales person,
media, or family
Factors affecting a consumers' search process:
o The perceived benefits versus the perceived costs of search
o The locus of control: internal locus of control (do a lot of research) and external
locus of control (do not do a lot of research)
o Actual or perceived risk associated with purchase decisions can discourage a
purchase : product performance risk, personal financial risk (purchase costs and
costs of using the product), social risk (others may not regard their purchase
positively), physiological risk or safety risk, psychological risk (people's opinion)
o Evaluate alternatives
Attribute sets: universal sets (all possible choices), retrieval sets (brands that can
be readily brought from memories), evoked sets (comprises of alternative brands
that the consumer states that she will consider when making a purchase decision)
When consumers begin to evaluate different alternatives, they often base their
evaluation on a set of important attributes or evaluative criteria. Evaluative criteria
consists of salient or important attributes about a particular product.
Consumers utilize several shortcuts to simplify the potentially complicated decision
process: determinant attributes and consumer decision rules. Determinant
attributes are product features that are important to the buyer and on which
competing brands or stores are perceived to differ. Consumer decision rules are
the set of criteria that consumers use consciously or unconsciously to quickly and
efficiently select from among several alternatives . Types are compensatory ( good
characteristics will compensate for bad characteristics), multi-attribute model
( buyer assigns weights to the importance of each factor), non-compensatory
( choose a product based of one characteristics or one subset of characteristic,
regardless of the values of its other attributes)
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Document Summary
The greater the discrepancy between the two, the greater the need for recognition be. It may be a friend, sales person, media, or family. Attribute sets: universal sets (all possible choices), retrieval sets (brands that can be readily brought from memories), evoked sets (comprises of alternative brands that the consumer states that she will consider when making a purchase decision) When consumers begin to evaluate different alternatives, they often base their evaluation on a set of important attributes or evaluative criteria. Evaluative criteria consists of salient or important attributes about a particular product. Consumers utilize several shortcuts to simplify the potentially complicated decision process: determinant attributes and consumer decision rules. Determinant attributes are product features that are important to the buyer and on which competing brands or stores are perceived to differ. Consumer decision rules are the set of criteria that consumers use consciously or unconsciously to quickly and efficiently select from among several alternatives .
