Chapter 4 Consumers Product Knowledge and Involvement

McGraw-Hill/Irwin

Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

Levels of Product Knowledge cont.

Four levels of product knowledge Product class Product form Brand Model/features

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Levels of Product Knowledge cont.

More abstract Product Product Class Form Coffee Ground Whole bean Pens Less abstract

Brand Folgers

Model/Features 1-pound can

Starbucks 12-ounce bag, decaffinated $.99 model, red ink $1.49 model, extra fine tip

Ballpoint Bic Roller Ball Pilot

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Levels of Product Knowledge cont.

More abstract Product Product Class Form Less abstract

Brand Model/Features Apple iPod

Personal CD/MP3 Dockers Jeans

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Consumers Product Knowledge

Three types of product knowledge 1. Bundle of attributes Concrete attributes Abstract attributes

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Consumers Product Knowledge

Three types of product knowledge cont. 2. Bundle of benefits Functional consequences Psychosocial consequences Psychological consequences Social consequences Benefit segmentation

Truth or Consequences
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Consumers Product Knowledge

Three types of product knowledge cont. 2. Bundle of benefits cont Perceived risks Determined by 1. Degree of unpleasantness 2. Likelihood of occurrence Types Physical Financial Functional Psychosocial
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Consumers Product Knowledge

Three types of product knowledge cont 3. Value Satisfaction Values Instrumental Terminal Core Self-schema Strong affective responses
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Consumers Product Knowledge

Three types of product knowledge: 1. Bundle of attributes 2. Bundle of benefits 3. Value Satisfaction Example: Nike Running Shoes Arch support Tread design Long-wearing Run faster Be physically fit Live longer

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Means-End Chains of Product Knowledge

Values Psychosocial consequences Functional consequences Attributes
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Links consumers knowledge about product attributes with their knowledge about consequences and values Means to an endWhat does this attribute do for me?

Means-End Chains of Product Knowledge

Example: business suit Values Psychosocial consequences Functional consequences Attributes Self esteem, respected by others Feel well groomed and professional Present conservative, professional appearance Nice fabric, good fit
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Means-End Chains of Product Knowledge cont.

Identifying consumers means-end chains One-on-one personal interviews Two basic steps involved 1. Identify important attributes 2. Laddering Marketing implications

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Digging for Deeper Consumer Understanding

Focus groups The ZMET approach to consumer knowledge The ZMET interview Marketing implications

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Involvement
Consumers perceptions of importance or personal relevance for an object, event, or activity A motivational state Felt involvement

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Involvement cont.
Focus of involvement Products and brands Physical objects People Activities or behaviors

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Basic Model of Consumer Product Involvement

Consumer characteristics Product characteristics Situational context

Intrinsic self-relevance

Situational self-relevance

Involvement Interpretation & integration

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Marketing Implications
Understanding the key reasons for purchases Understanding the consumer-product relationship

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Marketing Implications cont.

Four market segments with different levels of intrinsic self-relevance for a product category and brand Brand loyalists Routine brand buyers Information seekers Brand switchers

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Marketing Implications cont.

Influencing intrinsic self-relevance Influencing situational self-relevance

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Summary
Consumers dont buy products to get attributes Consumers think about products in terms of their desirable and undesirable consequences, benefits, and perceived risks Consumers form knowledge structures called means-end chains Consumers feelings of involvement are determined by intrinsic self-relevance the means-end knowledge stored in memory Situational factors in the environment influence the content of activated means-end chains and thereby affect the consumer involvement.
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