journal 3 - Tim May Consumer Behavior Journal #3 12/8/11...

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Tim May Consumer Behavior Journal #3 12/8/11 Product: Diamond Engagement ring from Mr. T's Jewelry 1. The Evaluative Criteria (EC) Equation’s Y-variables and the Ideal State (IS) Equation’s Y-variables are often the same thing or similar because the EC are the things that produce the state of the overall product for the triangle. The EC Y- Variables show the SOVs that the triangle is using to analyze the product and help the triangle decide whether or not to make a purchase. The IS Y-Variables are the triangle's most desired states of particular SOV's. 2. EC Mr. T's Thom Duma Kay's Price 5 4 3 Quality of make 5 4 3 Service after purchase 5 3 4 Clarity of stones 4 5 3 “Brand Name” effect 3 4 5 Price – Low and cost effective
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Quality – Integrity, durability, strength is great and can survive some “wear and tear” Service – Repairs, alterations are cost effective, reliable, and timely Clarity – Does not have to be flawless, but should be bright and vibrant Brand Name - “Wow factor” and noteriety of store to public. 3. EC IS for SOV Mr. T's Thom Duma Kay's Price 1000 1100 850 600 Quality of make 550 700 500 400 Service after purchase 700 750 225 400 Clarity of stones 450 750 600 500 “Brand Name” effect 225 250 475 1000 4. Evaluative Criterion - Price VALUES – Immediate gratification: A – Rating: 5. These triangles hold price to be very, very important and are willing to sacrifice a little quality and clarity if necessary to get the price to where it needs to be for them. Price is the make or break part of the overall product that will determine a purchase, in this case.
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R – Rating: +3. The price is a big WOW for the triangles. The price is above their expectations and they also do not have to sacrifice other SOVs to get the price they are looking for. ONCFs – Artifact: Slightly/Moderately Used Domestic Car
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This note was uploaded on 03/12/2012 for the course BUSINESS 4500 taught by Professor Warren during the Spring '12 term at Youngstown State University.

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journal 3 - Tim May Consumer Behavior Journal #3 12/8/11...

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