CONSUMER BEHAVIOR MKTG. 301

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CONSUMER BEHAVIOR MKTG. 301 Dr. Carter
Basic Cognitive Map Decision Tree
Consumer Decision Process Steps

• PROBLEM RECOGNITION
• a. Mental Budget Attention, Time, Money
• b. Roles, Location, Costs
• c. Internal/External Stimuli
• d. Table 8.1 Problem Situation Quadrant
• INFORMATION SEARCH
• a. Search for Criteria Weights
• b. Search for Alternatives Solutions
• c. Sources, Strategies, Amount
• d. Awareness, Evoked, Consideration Sets
• PRE-PURCHASE ALTERNATIVE EVALUATION
• a. Non-Compensatory Choice Models
• b. Compensatory Choice Models
• c. Combined Heuristic Choice Models
• d. Process Alternatives, Criteria, and Weights
• Using Choice Models)

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Customer Decision-Making Process
Alternative evaluation
Information search
Problem recognition
Purchases
Post-purchase experience
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Customer Decision-Making Process as aMarketing
Management Strategy Map
MARKETING MANAGEMENT APPROACHES Product
Price Place Promotions
New Tech./Service Standard/Format DVDs, PDAs,
etc.
Free Or Purchase Terms
Intensive Franchise Location
Problem/Need recognition
Awareness Recognition Orientation
Cost Content Pricing Terms
Outlet Signage Web Distrib.
Product Packaging Or Service Materials
Recall Orientation With Detailed Info. e.g.,
infomercial
Information search
New or Unique Features
Exclusive Locale Selective In-Store Stocking
Comparison Competitor Pricing Terms
Alternative evaluation
Comparative Appeals
Scanner Labels Convenient Handling
Point of Purchase Displays Coupons/Promotions
Web/Phone Purchase Options Self Checkout
Purchases
Credit Availability
Instructions Help Services
Money Back Returns Discounted Future Purchases
In-Store Usage Training Services
Ongoing Communication Web, 800, etc.
Post-purchase experience
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THE CUSTOMER DECISION PROCESS AS GUMBALL
MACHINE Carters View
Problem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase