GOAL [Problem/Need] ABC 121212 1 CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision TreeConsumer Decision Process Steps 1.PROBLEM.

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Presentation transcript:

GOAL [Problem/Need] ABC CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision TreeConsumer Decision Process Steps 1.PROBLEM RECOGNITION a. Mental Budget [Attention, Time, Money] b. Roles, Location, Costs c. Internal/External Stimuli d. Table 8.1 Problem “Situation” Quadrant 2.INFORMATION SEARCH a. Search for “Criteria” & “Weights” b. Search for Alternatives “Solutions” c. “Sources, Strategies, Amount” d. “Awareness, Evoked, Consideration Sets” 3.PRE-PURCHASE ALTERNATIVE EVALUATION a. Non-Compensatory Choice Models b. Compensatory Choice Models c. Combined & Heuristic Choice Models d. Process Alternatives, Criteria, and Weights Using Choice Models) 4.PURCHASE – Implementation/Deviation 5.POST-PURCHASE -- Confirmation, Evaluation, Satisfaction/Dissatisfaction

Customer Decision-Making Process Purchases Post-purchase experience Alternative evaluation Information search Problem recognition

Customer Decision-Making Process as a Marketing Management Strategy Map Purchases Post-purchase experience Alternative evaluation Information search Problem/Need recognition MARKETING MANAGEMENT APPROACHES Product PricePlace Promotions New Tech./Service Standard/Format [DVDs, PDAs, etc.] Free Or Purchase Terms Intensive Franchise Location Awareness & Recognition Orientation Product Packaging Or Service Materials Cost & Content Pricing Terms Outlet Signage & Web Distrib. Recall Orientation With Detailed Info. [e.g., infomercial] New or Unique Features Comparison & Competitor Pricing Terms Exclusive Locale & Selective In-Store Stocking Comparative Appeals Scanner Labels & Convenient Handling Credit Availability Web/Phone Purchase Options & Self Checkout Point of Purchase Displays & Coupons/Promotions Instructions & Help Services Money Back Returns & Discounted Future Purchases In-Store Usage Training & Services Ongoing Communication [Web, 800#, etc.]

THE CUSTOMER DECISION PROCESS AS “GUMBALL MACHINE” [Carter’s View] Problem/Need Recognition Information Search Evaluation of Alternatives Purchase

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