Prepurchase Attitudes

1
Pre-purchase Attitudes

• Customer is/isnot end-user
• Scorecard-attributes
• Confidence in salesperson
• Desire to buy complementary
  products/services
• Desire- local source
• Need for technical knowledge

2
Attitudes(continued)

• Desire- to be regarded well by others
• Degree of habit
• Degree of aversion to risk
• Need- respect/recognition
• Customer loyalty- how much? Why?
• Opinion leaders- how to recognize/use

3
Communication in Decisionmaking

• Model of communication
• Sender(encode)gt MessagegtReceiver(decode)
• Interference
• Blockage

4
Customer Value

• What is Value?
• good/best/more value for money
• How value is defined depends on what someone
  values-considers important
• Interactive experience involving comparison
  rating, subjective rating, situational context

5
Components of Value-Economic Model

• Economic benefits
• Functional benefits save time?
• Psychological benefits