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Lecture Consumer behaviour: Chapter 5 - Cathy Neal, Pascale Quester, Del Hawkins

After gathering information, consumers then need to begin the process of making a decision about resolving their problem. In this chapter, we will examine the evaluative criteria used; the measurement aspects of evaluative criteria; note that consumers’ judgments can be inaccurate; and that as judgement is difficult, consumers use surrogate indicators; we’ll study the decision rules that may be used; and finally discuss how to utilise this knowledge to formulate marketing strategy. | Chapter 5 Evaluating and Selecting Alternatives The nature of evaluative criteria Tools to measurement evaluative criteria Consumers’ individual judgments are not necessarily accurate Role of surrogate indicators Types of decision rules consumers may apply Implications of evaluative criteria for marketing strategy 5– 1 After gathering information, consumers then need to begin the process of making a decision about resolving their problem. We will examine the evaluative criteria used; the measurement aspects of evaluative criteria; note that consumers’ judgments can be inaccurate; and that as judgement is difficult, consumers use surrogate indicators; we’ll study the decision rules that may be used; and finally discuss how to utilise this knowledge to formulate marketing strategy. Evaluation of Alternatives Evaluation criteria price brand name country of origin Determinants of criteria Measurement of evaluation criteria identify important criteria perception of each product for these alternative performance of each product 5– 2 Evaluative criteria are the various features a consumer looks for in response to a particular problem. How are the evaluative criteria measured? Must determine the most important criteria, assess the products based on how the consumer sees each product based on these criteria, and measure the relative importance of each criterion. Evaluation of Alternatives (cont.) Determining the alternatives Evaluating alternatives Selecting a decision rule non-compensatory compensatory constructive phased Marketing implications 5– 3 The consumer determines the alternatives, e.g. brands of car with a six-cylinder engine, then evaluates the alternatives based on criteria perceived to be important. The actual decision process can involve choosing a particular decision rule, whereby the alternatives are examined before a choice is made. We then discuss how this information can be used in marketing. Consumer Decision Process 4 Just to recap, . | Chapter 5 Evaluating and Selecting Alternatives The nature of evaluative criteria Tools to measurement evaluative criteria Consumers’ individual judgments are not necessarily accurate Role of surrogate indicators Types of decision rules consumers may apply Implications of evaluative criteria for marketing strategy 5– 1 After gathering information, consumers then need to begin the process of making a decision about resolving their problem. We will examine the evaluative criteria used; the measurement aspects of evaluative criteria; note that consumers’ judgments can be inaccurate; and that as judgement is difficult, consumers use surrogate indicators; we’ll study the decision rules that may be used; and finally discuss how to utilise this knowledge to formulate marketing strategy. Evaluation of Alternatives Evaluation criteria price brand name country of origin Determinants of criteria Measurement of evaluation criteria identify important criteria perception of each product for .