Beruflich Dokumente
Kultur Dokumente
Importance of the decision Extent of previous experience Existence of well-established decision criteria Amount of information at hand about each alternative The number of alternatives available Model of consumption being followed
The realization that there is a difference between actual and desired states
The higher the gap, the stronger the need (or bigger the problem)
Types of Problems
Those that require immediate solutions and those that do not require immediate solutions
Identify existing consumer problems and find solutions for these Lower the actual state Increase the desired state Increase the importance of the gap between actual and desired states Convert inactive problems to active problems Convert problems into ones requiring an immediate solution
Pre-Purchase Search
Types of Information Sources Types of Information Sought Factors Affecting Extent of Information Search
IMPERSONAL
Newspaper articles Magazine articles Consumer Reports Direct-mail brochures Information from product advertisements Internal web site
Affective choices
More holistic; an overall evaluation based on how one feels about a purchase
Attribute-based choices
Have pre-determined evaluative criteria May require both external and internal search Complicated decision rules may be used
Compensatory Rules
Non-compensatory Rules
Disjunctive Rule
Decision rules are said to be non compensatory when good performance on one evaluative criterion does not offset or compensate from poor performance on another evaluative criterion, of the brand.
Conjunctive Decision Rule Product attributes are identified a minimally acceptable cutoff point is established for each attribute brands that fall below the cutoff point on any one attribute are eliminated from further consideration.
Disjunctive Decision Rule consumers identify product attributes establish a minimally acceptable cutoff point for each attribute accept the brand that meets or exceeds the cutoff for any one attribute
Lifestyles as a Consumer Decision Strategy Incomplete Information Non-comparable Alternatives Series of Decisions Consumption Vision
Mental picture of the consequences of using a particular product
Delay decision until missing information is obtained Ignore missing information and use available information Change the decision strategy to one that better accommodates for the missing information Infer the missing information
Identify decision rule used by target market and use suitable promotional messages Influence the choice of evaluative criteria Influence the rating of your product on evaluative criteria used Use surrogate indicators effectively Use consumption vision