CH06-CustomerBehaviour - Chapter 6 Consumer Behavior The...

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Chapter 6: Consumer Behavior The Consumer Decision Process *Figure 6.0* Step 1: Recognition The consumer decision process begins when consumers recognize they have a unsatisfied need and want to go from their actual needy state to a different, desired state. The intensity is the “need for recognition” Functional Needs Pertain to the performance of a product or service. Example: Andey's High Quality Notes. Psychological Needs Personal gratification consumers associate with a product and / or service. Example: Andey's Stylish Shoes Step 2: Search for Information Search for information about the various options that exist to satisfy that need. The length and intensity of the search are based on the degree of perceived risk and costs associated with purchasing the product or service. internal external Factors Affecting Consumer's Search Processes The perceived benefits versus perceived cots of search: car vs. pop purchase The locus of control: internal or external locus of control for purchase Actual or perceived risk Performance Risk: is it going to work? Financial Risk: do i need car insurance? Psychological Risks: Am i going to look like a fag? Type of product or service Specialty Goods: usually a lot of researching Shopping Goods: you go to the mall and compare shoes at different stores Convenience Goods: minimal effort to evaluate purchase
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Step 3: Evaluation of Alternatives Consumers usually base their evaluation on a set of important attributes or evaluate criteria. Evaluative Criteria: important attributes like stye, price, features Determinant Attributes: the dominant attribute Consumer Decision Rules: consciously or subconsciously choices made Compensator Decision Rule: when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for the bad characteristics. Noncompensatory Decision Rule: choose a product regardless of the other attributes, for
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CH06-CustomerBehaviour - Chapter 6 Consumer Behavior The...

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