* 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
The Term Paper on Extensive Decision-making Process – Consumer Behaviour
... choose (Refer Appendix 6). 2.4.3 Decision Rules The usage of decision rules also assists with evaluating which criteria is suitable for the selected ... of alternatives are ranked in order of importance “I want to get the brand that does best on the attribute ... change (Erasmus et al, 2001). The utilisation of EKB’s consumer decision making model has allowed us to become more perceptive ...
* 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
The Term Paper on Consumer Attitudes Towards Counterfeit Products
Counterfeit products and materials are knock-off, bootleg, pirated or other illegally produced materials that are produced and sold in violation of the Intellectual Property Rights (IPRs) of others or in a manner that fraudulently represent their quality or origin (Porteus, 2002). Despite the various anti-counterfeit efforts of multinationals and international trade organizations, counterfeiting ...