Product Knowledge and Involvement

Product Knowledge and Involvement - Consumer Behavior MAR...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 xhe@bus.ucf.edu
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2 Product Knowledge Levels of Product Knowledge Types of Product Knowledge Means-End Chains of Product Knowledge Knowledge Inaccuracy Consumer Involvement
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3 Levels of Product Knowledge Model Model defined Example: Ford Focus ZX5 Automatic transmission A/c 4-speaker CD stereo Etc.
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4 Levels of Product Knowledge (cont.) Brand Example: Ford Focus Product form What is product form? Example
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5 Levels of Product Knowledge (cont.) Product class What is product class? Example One more example… Q: Which brands will benefit more if your marketing strategies are designed to promote product class? Market leader or underdog?
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6 Types of Product Knowledge Products as bundles of attributes Products as bundles of benefits Products as value satisfiers
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7 Products as Bundles of Attributes Concrete attributes: Example: 2.0 L engine Abstract attributes: Example
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8 Products as Bundles of Benefits Consequences Functional consequences Example: drive a car __________ Psychosocial consequences Psychological consequences Example: drive a car __________ Social consequences Example: drive a car __________ Benefits
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This note was uploaded on 08/26/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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Product Knowledge and Involvement - Consumer Behavior MAR...

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