Consumer Behaviour Notes

* The relative importance of each criterion * The constant-sum scale is the most common method of direct measurement; requires the consumer to allocate 100 points in total to his or her evaluative criteria, with individual point allocated depending on the relative importance of each criterion. * Conjoint analysis is a technique that provides data on the structure of consumers’ preferences for product features and their willingness to trade one feature for more of another. * Pages 136-140 yet to do * Decision Rules The conjunctive decision rule is a decision rule that establishes the minimum required performance standards for each evaluative criterion and select all brands that surpass these minimum standards * The disjunctive decision rule is a decision rule that establishes the minimum level of performance for each important attribute (often a fairly high level); all brands that surpass the performance level for any key attribute are considered acceptable * The elimination-by-aspects decision rule is a decision rule that requires the consumers to rank the evaluative criteria in terms of their importance and establish a cut-off point for each criterion; all brands are first considered on the most important criterion. The lexicographic decision rule is a decision rule that requires the consumer to rank the criteria in order of importance; the consumer then selects the brand that performs best on the most important attribute. * The compensatory decision rule is a decision rule that states that the brand that rates highest on the sum of the consumer’s judgements of the relevant evaluative criteria will be chosen. Lecture 4 – Consumers’ Purchasing and Post-Purchase Experiences What is the Context of Purchasing Experiences What is Retailing Mix * Target Market * Product * Place

* Promotion * Price * Presentation * Personnel What is the Content of Purchasing Experiences Content of Purchasing Experiences * Store contact * Product contact * Service contact Postpurchase Experiences Postpurchase dissonance is doubt or anxiety about the correctness of one’s decision after a purchase has been made. * Most common when: * Item is higher priced * Consumer has several alternatives * Product/service warrants a long-term commitment * What can marketers do to minimise the dissonance? * After-sale contact, reassuring letter in the package * Warranties and guarantees, firm’s advertising * Consumption * Consuming as experience * The consuming-as-experience metaphor underlies research examining consumers’ subjective, emotional reactions to consumption objects.

* Consuming as integration * Research relying on the consuming as integration metaphor describes how consumers acquire and manipulate object meanings. Consuming as classification * The consuming-as-classification metaphor undergirds research that views consuming as a process in which objects – viewed as vessels of cultural and personal meanings – act to classify their consumers. * Consuming as play * Non-consumption * Delay * Saving * Self-control * Ignoring * Disposal * Return * Recycle * Trade-in * Destroy * Evaluation * Instrumental performance refers to the physical or functional performance of the product. * Symbolic performance refers to the symbolic, expressive, aesthetic or image-enhancement performance of the product. * Communication * Between consumers and marketers * Between consumers themselves