Consumer Behavior Exam 1 - Chapter 3

Evaluative Criteria are often used in combination, making it what?

Difficult to understand the influence of each on consumer choice.

Retail Outlet Image:

How does it fit your self-image?

A Retrieval Set

Is the subset that consumers can bring up from memory.

Personal Risk

Is tied to the negative emotions felt by a consumer when the product fails.

Dual Entitlement Principle

Is where people expect manufacturers will abide by community standards of costs and profits.

Brand gives us a felling of?

Quality We feel safer when we buy a brand we know.

Specifically Planned Purchase

The brand is decidied

Psychological Attributes

A sense of belonging, a feeling of warmth or friendliness, or a feeling of excitement. Small locally owned... total different feel then going to Walmart...

Consumer Benefits and Evaluative Criteria

Consideration sets reduce the number of alternatives to a manageable size. Decided whether to go to NW or somewhere else...

Weighted Additive Rule

Consumer assigns a relative weight to each evaluative criterion. Then the score on each evaluative criterion is multiplied by the relative weight. These weighted scores are summed for each alternative being considered. prioritized, have to have a black shirt, it has to be under $20, you go to target, not Barney's.

Lexicographic Rule

Consumer compares the alternatives based on the most important evaluation criterion.

Salience =

Importance (all it means)

Normative Reference Price

Is a price that consumers consider "fair" or "just"

Types of Unplanned Purchase

Pure impulse purchases are those bought for the sake of novelty. This is why Dicks and Walmart have little stuff all along the check out line...

Shopping behavior in different shopping venues:

Shopping center traffic primarily consists of women. Both men and women go to the mall mainly to shop. Catalog shoppers rated retail service contact and unusual product source benefits higher than did shopping center shoppers.

Price =

Significant Influencer

Alternative Evaluation

The process through which we compare and contrast different solutions to the same marketplace problem. Usually occurring simultaneously with information searching, it involves comparing different Products Services Retail Outlets Brands Habitual buying skips alternative evaluation (F 150 is all I will ever buy...)

Unplanned Purchase

Unplanned

Generally Planned Purchase

You don't have a brand preference

Compensatory Consumer Decision Rule (ON TEST)

allows for trade-offs among strengths and weaknesses.

When Outlet Choice Drives Brand Choice

1. Store loyalty or preference is high 2. Brand loyalty is low 3. The consumer has insufficient product information and therefore values the characteristics of the outlet - such as helpful sales staff. Not too worried about brand...

When Brand Choice Drives Outlet Choice

1. The consumer has no particular outlet preference or loyalty. 2. Brand loyalty is strong 3. The consumer has sufficient product information to make the expertise of sales personnel or other outlet characteristics unimportant. If you know you want a specific brand... it will narrow it down... If you know you want nike... you don't go to Target.

Choice Decisions during The Shopping Process:

1. Which product type to by 2. How many to buy 3. Which brand(s) to buy 4. The outlet at which to purchase 5. When to complete the transaction 6. How to pay 7. Other decisions

Tangible Benefits

Are associated with such characteristics as price, color, size, shape and performance.

The amount of time a consumer spends deliberation about a choice decision affects:

Both the actual purchase and the timing of that purchase.

Substitute Puchase

Brands switch (your brands switch)

Brand Name

Is frequently perceived by consumers to be an indicator of product or service quality.

The Universal Set

Is made up of all alternatives to which the consumer has reasonable access, whether she or he is aware of them or not

Salience of Evaluative Criteria

Marketers determine the salience of each evaluative criterion and identify those characteristics most likely to influence target consumers.

Functional Attributes

Merchandise selection, price ranges, credit policies, store layout.

Encouraging Unplanned Purchases at Point of Sale

Milk and bread not in front of Walmart...

The more important the decision is to the consumer:

The fewer acceptable alternatives there are Buying a house... men vs. women. If a three car garage is that important, you won't look at a house with a two car garage... Driving a long ways to work, you have to look at gas mileage even if you want SUV.

The more important the consumer considers the purchase and the more experience he or she has with the product category:

The greater the number of evaluative criteria used.

Evaluative Criteria

The means through which consumers compare product classes, brands, vendors, and so on.

Intervening Variable

include changes in financial status, employment situation, family or household size, social conditions or norms, and even weather conditions. Something changes and we can't buy it... lost job, medical expense (marketers can't control this)

If two alternatives are close in evaluation:

the one that takes more thought processing effort will be seen more negatively.

Brand Reputation

Always buying NyQuil instead of a different brand...

Noncompensatory Consumer Decision Rule (no trade offs) (ON TEST)

is one in which the weaknesses of a possible alternative are not offset by its strengths

Determinant Attributes means =

make or break criteria

Marketers encourage consumers to:

make purchase decisions that favor the marketers' brands.

Intangible Benefits

Criteria also may be considered, such as whether the consumer's perceived image matches the image of the brand user or other feelings associated with ownership or use. Feeling like you're at home... big for a university to have... Harley Davidson = intangible = it's a name thing...

Decision Heuristics (things we use when we are trying to get to a decision faster)

Price can be perceived as an indicator of quality. Brand reputation shows the power of brand names. Key product signals imply attractive attributes. (GF gluten free) (portable dvd, knowing brand helped) Market beliefs act as convenient shortcuts. (If you're going to save money, your're going to go to Walmart...) Mere-possession can lead to preference for that brand or for that good or service. (If you love "Dove" you'll love everything Dove...)

What is the objective of marketers?

To make sure that their products, services, outlets, or brands are part of the retrieval set and therefore remembered when it comes time to buy.

Consumers form an outlet image based on:

functional and psychological attributes.

Disjunctive Rule

Consumer establishes a minimum "score" or level of benefits to be delivered on each determinant criterion. If shopping for a vehicle, not going over the price, or mpg must be this...

Elimination-by-aspects rule

Consumer ranks the evaluative criteria and also sets minimum scores that must be met on each of them.

Simple Additive Rule

Consumer scores each alternative on each of the evaluative criteria and sums the individual evaluative criterion scores. All the criteria are equal. I need a black shirt, don't care about brand not really sure how much it will cost.

Deshopping

Consumers deliberately plan to return goods after the consumption experience even though there are no actual faults with the items. People know they will bring something back after they use it... taking a prom dress back after prom...

Number of Evaluative Criteria

Consumers typically use 6 or fewer evaluative criteria.

For most consumers, and in many buying situations, what is the most significant influence in alternative evaluation.

Price

Conjunctive Rule

consumer considers all criteria as determinant and a minimum/maximum acceptable value or score is established for each one. You either have it or I'm done... You want pearl white (you're crazy and know what you want)

Salience varies from:

consumer to consumer, product to product, and situation to situation.

Product Quality Risk involves:

functional, performance, and physical risks to which the consumer may be exposed.

Surrogate Shopper

is a person, firm, or other entity paid by the consumer to make or facilitate a product or service selection decision on behalf of that consumer. If they just give you general idea, you have to use the brand decision factor.