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Process
Dr. Rohit Vishal Kumar
Xavier Institute of Social Service
Individual Factors:
Environmental Influences
Psychological Influences
Information Processing
Perception and Learning
Attitude and Behaviour Change
4
EPS
MPS
High
Medium
Personal Involvement
Risk of Product Purchase
LPS
Low
Brand Loyalty
Inertia
Impulse Purchase
Variety Seeking
Stage 1:
Need Recognition
Occurs when the need for a specific brand within a product category (selective
demand) is stimulated
EG: Will have Amuls Toned Milk
Stage 2:
Search for Information
What is Search?
Internal Search:
External Search:
On-Going Search
10
Those choice alternatives that a consumer gathers information during prepurchase search
Personal Source
Opinion Leaders
Sales Personnel
Other Shoppers
Family & Friends
Co-Workers & Colleagues
Impersonal Source
Product Labels
Store Signage
Point-of-Purchase Materials
Internet Forums
Advertising
Catalogues
Magazines
Television and Radio
Websites
12
Stage 3:
Pre-Purchase Evaluation
13
Evaluation of Alternatives
Evaluation Strategies:
Categorization Process:
Piecemeal Process:
14
Piecemeal Process
Non-Compensatory Strategy
Lexicographical Strategy
Elimination by Aspect Strategy
Conjunctive Strategy
Compensatory Strategies
Simple Additives
Weighted Additives
15
Lexicographical Strategy
Attribute Importance
Brand A
Taste
1
Price
2
Nutrition 3
Convenience
5
3
3
2
5
4
3
4
1: Poor
5
2
5
3
2: Fair
3: Good
5
4: Very Good
5: Excellent
{ A, B, D }
{ A}
16
Brand A
Taste
1
Price
2
Nutrition 3
Convenience
5
3
3
2
5
4
3
4
1: Poor
5
2
5
3
2: Fair
3: Good
4: Very Good
5: Excellent
17
Conjunctive Strategy
Attribute Importance
Brand A
Taste
1
Price
2
Nutrition 3
Convenience
5
3
3
2
5
4
3
4
1: Poor
5
2
5
3
2: Fair
3: Good
5
4: Very Good
5: Excellent
18
Brand A
Taste
1
Price
2
Nutrition 3
Convenience
5
3
3
2
5
4
3
4
5
2
5
3
3
1: Poor
2: Fair
3: Good
5
4: Very Good
5: Excellent
Attribute ranks are added up and the brand with the highest rating selected
Brand A
Brand B
Brand C
Brand D
: 14
: 14
: 13
: 17
19
Brand A
Taste
1
Price
2
Nutrition 3
Convenience
5
3
3
2
5
4
3
4
1: Poor
5
2
5
3
2: Fair
3: Good
5
4: Very Good
5: Excellent
Attribute ranks are weighted with importance added up and the brand with the highest
rating selected
This process is similar to multi-attribute modeling
Brand A
Brand B
Brand C
Brand D
20
21
Exercise
Groups to Present:
A
and
B
Have a Power-Point presentation ready (4-5 pages)
The groups would be called to present in the class
Evaluation will be out of 15 marks
Question A
Interview three students and identify three recent instances
when they engaged in Extended, Midrange and Limited
Problem Solving. What factors were common to decision
making?
Question B
What sources of information would be used by students while
making the purchase of the following items: Laptops, Scooty
or Motorcycles and Valentine Day Cards. Are there individual
differences. How can the Valentine Day Card Manufacturer
bridge these differences. [Interview 3-5 students to get the
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answers]
Stage 4:
Purchase
23
Purchase Decisions
Whether to Buy ?
When to Buy ?
Where to Buy ?
Occasion of purchase
What to Buy ?
How to Buy ?
24
Types of Purchase
Unplanned Purchase
Both the product and brand are chosen at the point of sale
Mostly impulse purchase
Need triggered by point of purchase display
Accounts for 54% 68% of items purchased in USA
25
Personal Motive
Role Playing
Diversion
Self Gratification
Learning about new trends
Physical Activity
Sensory Stimulation
Social Motive
26
Store Image:
Location
Price
27
Image Advertising:
Information Advertising
Sales Personnel
Services Offered
POP Material:
Store Clientele
Customer Logistics
Is the speed and ease with which customers move through retail and shopping
process
Focuses on in-store experience of shopping and checking-out
29
Types of Retailing
Shopping Malls
Mom-n-Pop Stores (Kirana stores)
Direct Marketing:
Direct Selling : face-to-face contact between sales person and customer away from a store
Catalog Selling : Sales using mail based catalog system (Burlington)
Tele-Marketing : Sales using telephones. Inbound Telemarketing refers to use of a toll-free
number to place orders directly
30
Money Budget
Time Budgets
Paid Time: is the time for you get paid i.e. office hours
Discretionary Time: is the leisure time
Non-Discretionary Time: is the obligated time
Physical Obligation: spend on taking care of self needs (sleep, hair cut etc)
Social Obligation : spend on socialization
Moral Obligation : spend on ethical aspects
Cognitive Budgets
31
Stage 5:
Consumption
32
What is Consumption?
Non User
User
33
Occasion or Celebration
Norms
Season
35
Straight Consumption:
Modified Consumption:
Ingredient Consumption:
Innovative Consumption:
36
Heavy Users
Medium Users
Light Users
37
Stage 6:
Post Consumption
Evaluation
38
What is it?
39
Refers to the doubts that the consumer has regarding the correctness
of purchase after the purchase has been made
Consumption Guilt
a related aspect in which the consumer feels guilty after making a purchase
40
Consumer Satisfaction
Regret:
Occurs when consumer believes that alternative course of action was a better
choice
Rage:
41
42
21%
30%
Inconvenience:
34%
Price Failure:
44%
Ethical Problems:
7%
43
Dissatisfaction Responses
Take No Action:
Take Action:
44
Stage 7:
Divestment
45
Divestment
Package Divestment:
Product Divestment:
Recycle
Throw away as garbage or litter
Exchange or trade-in
Sell to end user, middlemen
Give away as gift
46
Exercise
Groups to Present
C
and
D
Have a Power-Point presentation ready (4-5 pages)
The group would be called to present in the class
Evaluation will be out of 15 marks
Question C
Visit two retail stores selling the same type of merchandise
and prepare a presentation on their use of POP displays.
Explain reasons for difference if any
Question D
Design a consumer loyalty program for a restaurant of your
choice. Explain how it will help reduce dissonance and
dissatisfaction
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