Presentation on theme: "Marketing 334 Consumer Behavior"— Presentation transcript: 1 Marketing 334 Consumer Behavior Show
2 Alternative Evaluation and Selection 3 How Consumers Make Choices 4 How Consumers Make Choices 5 How Consumers Make Choices 6 How Consumers Make Choices 7 How Consumers Make Choices 8
Avis Courtesy Avis, Inc. 9 Gucci Watch Gucci Watch 10
Evaluative Criteria type number importance
11 Evaluative Criteria Measurement of Evaluative Criteria 12 Evaluative Criteria Determination of Which Evaluative Criteria Are Used Direct methods include asking consumers what criteria they use in a particular purchase.
Indirect techniques assume consumers will not or cannot state their evaluative criteria. Projective techniques Perceptual mapping 13 Evaluative Criteria Perceptual Mapping of Beer Brand
Perception 14 Evaluative Criteria Determination of Consumers’ Judgments of Brand
15 Evaluative Criteria Determination of the Relative Importance of Evaluative Criteria
The importance assigned to evaluative criteria can be measured either by direct or by indirect methods. The constant sum scale is the most common direct method. Conjoint Analysis is the most common indirect method. 16 Individual
Judgment and Evaluative Criteria
17 Decision Rules for Attribute-Based Choices 18
Decision Rules for Attribute-Based Choices 19
Decision Rules for Attribute-Based Choices 20 Decision Rules for Attribute-Based Choices 21 Decision Rules for Attribute-Based Choices
22 Decision Rules for Attribute-Based Choices 23 Decision Rules for Attribute-Based Choices
24 Decision Rules for Attribute-Based Choices
25 Decision Rules for Attribute-Based Choices 26
Decision Rules for Attribute-Based Choices Which type of consumer choice process requires the knowledge of specific attributes?Attribute-based choice requires the knowledge of specific attributes at the time the choice is made, and it involves attri- bute-by-attribute comparisons across brands.
Which measurement technique used to assess consumers evaluative criteria assumes consumers will not or Cannot state their evaluative criteria?Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria. Affective choices tend to be holistic in nature.
What are three common Metagoals for consumer decisions? one metagoal is maximizing the accuracy of the decision. the is the only metagoal assumed in rational.. a second relates to how consumers often seek to minimize the cognitive effort required for the decision. ... . a third metagoal is to maximize the ease with a decision can be justified.. What are the five decision rules commonly used by consumers?Consumers use five decision rules: conjunctive, disjunctive, elimination-by-aspects, lexicographic, and compensatory. Consumers frequently use more than one rule to make a single decision.
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