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u A decision is a choice between two or more
alternative actions or behaviors.

u Example : A housewife goes to purchase a mid


priced range of tea, than making a selection from
the various brands of tea like Taj Mahal, Tata Tea,
Red label, Yellow label, etc. than she is making
decision.
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u whether to purchase

u what to purchase
u when to purchase
u ¦rom whom to purchase
u how to pay for the purchase
 

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u Extensive Problem Solving
u A lot of information needed
u Must establish a set of criteria for evaluation

u Limited Problem Solving


u Criteria for evaluation established
u ¦ine tuning with additional information

u Routinized Response Behavior


u Usually review what they already know
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u
 #  how much satisfied, better money/price for the
purchases.

u
$ #  consumer are perceived as impulsive purchasers, ready
to yield to the aims and into the arms of marketers.

u
m  #  focused on the processes by which consumers seek
and evaluate information about selected brands and retail outlets.

u
 #  associate deep feeling or emotion such as joy,
love fear, hope, love, sexuality, fantasy and even a little magic.
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u 6eed Recognition

u Prepurchase Search

u Evaluation of Alternatives
  
u Usually occurs when consumer has a Dzproblemdz

u 6eed recognition styles


u Actual state
u Desired state
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u Begins with internal search and then moves to
external search

u The impact of the Internet

u Search may be personal or impersonal


 
  
 
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u Compensatory

u 6oncompensatory
u Conjunctive Decision Rule
u Disjunctive Decision Rule
u Lexicographic Rule
A type of decision
rule in which a
consumer evaluates
each brand in terms
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of each relevant
  

attribute and then
selects the brand
with the highest
weighted score.
A type of consumer
decision rule by which
6  positive evaluation of
 
a brand attribute does
  
not compensate for a
 negative evaluation of
the same brand on
some other attribute.
A noncompensatory
decision rule in which
consumers establish a
minimally acceptable
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cutoff point for each
  
attribute evaluated.
 Brands that fall below
the cutoff point on any
one attribute are
eliminated from further
consideration.
A noncompensatory
decision rule in which
consumers establish a
  

minimally acceptable

cutoff point for each
relevant product
attribute.
A noncompensatory
decision rule -
consumers first rank
product attributes in
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terms of importance,

then compare brands
in terms of the
attribute considered
most important.
A simplified decision
rule by which consumers
make a product choice
 

on the basis of their


 

previously established
  

overall ratings of the



brands considered, rather
than on specific
attributes.
 
  
 
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u Delay decision until missing information is obtained

u may Ignore missing information and use available


information

u may Change the decision strategy to one that better


accommodates for the missing information

u Infer (construct) the missing information


 
  
 Evoked set

 Criteria used for evaluating brands

 Consumer decision rules and their application

 Decisions by functionally illiterate population

 Going online for decision making assistance

 Lifestyles as a consumer decision strategy

 Incomplete information

    

    



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u Purchase behavior

u Post purchase evaluation


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u Three types of behavior
u Trial purchases
u Repeat purchases
u Long-term commitment
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u Actual Performance Matches Expectations
u 6eutral ¦eeling

u Actual Performance Exceeds Expectations


u Positive Disconfirmation of Expectations

u Performance Is Below Expectations


u 6egative Disconfirmation of Expectations
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 !
   

Gifting is an act of symbolic communication, with


explicit and implicit meanings ranging from
congratulations and love, to regret, obligation, and
dominance.

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ëersonal accomplishment To reward oneself


Feeling down To be nice to oneself
Holiday To cheer up oneself
Feeling stressed To fulfill a need
Have some extra money To celebrate
Need To relieve stress
Had not bought for self in a while To maintain a good feeling
Attainment of a desired goal To provide an incentive toward a goal
Others Others
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Êntergroup A group giving a gift to A Christmas gift from one
another group family to another family
Êntercategory An individual giving a gift to a A group of friends chips in
group or a group giving a gift to buy a new mother a baby
to an individual gift
Êntragroup A group giving a gift to itself A family buys a VCR for
or its members itself as a Christmas gift
Ênterpersonal An individual giving a gift to Valentine¶s Day chocolates
another individual presented from a boyfriend
to a girlfriend
Êntrapersonal Self-gift A woman buys herself
jewelry to cheer herself up

 m 
warketing aimed at
creating strong,
lasting relationships
with a core group of
customers by making
  

them feel good about


# 
the company and by
giving them some
kind of personal
connection with the
business.
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