Schiffman_CB10_PPT_15-dac-edits

Consumer Decision Making and Beyond : 

Consumer Decision Making and Beyond CHAPTER FIFTEEN

Learning Objectives : 

Learning Objectives To Understand What a Consumer Decision Is. To Understand the Three Levels of Consumer Decision Making. To Understand Four Different Views or Models of Consumer Decision Making. To Understand in Detail the Model of Consumer Decision Making Originally Introduced in Chapter 1. To Understand the Need for Relationship Marketing. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2 Chapter Fifteen Slide

What Would a Pet Owner Need to Know in Order to Make a Decision About Buying Pet Insurance? : 

What Would a Pet Owner Need to Know in Order to Make a Decision About Buying Pet Insurance? 3 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Levels of Consumer Decision Making : 

Levels of Consumer Decision Making Extensive Problem Solving A lot of information needed Must establish a set of criteria for evaluation Limited Problem Solving Criteria for evaluation established Fine tuning with additional information Routinized Response Behavior Usually review what they already know 4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Models of Consumers: Four Views of Consumer Decision Making : 

Models of Consumers: Four Views of Consumer Decision Making An Economic View A Passive View A Cognitive View An Emotional View 5 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Models of Consumers : 

Models of Consumers An Economic View perfect competition, consumer makes rational decisions. Passive View Submissive to promotional efforts of marketers Cognitive View a thinking problem solver Emotional View Feelings , emotions, impulse, mood, feelings 6 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Models of Consumers : 

Models of Consumers Moods Unfocused or state of mind Already present when there is external stimulus Short duration Impact When they shop Where they shop What they might buy Emotions Response to a particular environment 7 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Consumer Decision MakingFigure 15.3 : 

Consumer Decision MakingFigure 15.3 8 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

In Class Excercise : 

In Class Excercise Question 1 Models of consumer behavior Pg 462 Economic Passive Cognitive Emotional Inputs Marketing Sociocultural 9 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide Question 2 Problem Solving Extensive Limited Routinized

Process - Need Recognition : 

Process - Need Recognition Usually occurs when consumer has a “problem” Need recognition styles Actual state Desired state Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10 Chapter Fifteen Slide

Prepurchase SearchEvaluation of Alternative : 

Prepurchase SearchEvaluation of Alternative Begins with internal search and then moves to external search The impact of the Internet WOM FMOT There are many factors that increase search Product factor Situational factors Social acceptability Consumer factors 11 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

The Evoked Set Figure 15-5 : 

The Evoked Set Figure 15-5 12 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Consumer Decision Rules : 

Consumer Decision Rules Compensatory evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score. Noncompensatory positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute 13 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Hypothetical Use of Decision RulesTable 15.7 : 

Hypothetical Use of Decision RulesTable 15.7 14 14 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Postpurchase Evaluation : 

Postpurchase Evaluation Actual Performance Matches Expectations Neutral Feeling Actual Performance Exceeds Expectations Positive Disconfirmation of Expectations Performance Is Below Expectations Negative Disconfirmation of Expectations 15 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Another View of Consume Behavior : 

Another View of Consume Behavior 16

Slide 19: 

19 WOM Video Video Link http://youtu.be/Wp_i-Cq7ec8

Slide 21: 

21 http://youtu.be/g40rrWBx2ok Video Link

Moments of TruthMOT : 

Moments of TruthMOT 22

Discussion Questions : 

Discussion Questions 23 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Slide 24: 

Relationship Marketing Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business. 24 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Relationship Marketing SuccessFigure 15.12 : 

Relationship Marketing SuccessFigure 15.12 25 25 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

Slide 26: 

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 26 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide