Case studies Information processing

CASE STUDIES ON CONCEPTS & MODELS

Gurmeet kaur : 215Khushboo mehta : 223Naina arun : 227Priyanka dhelia : 237Shirin bardia :255

Need recognition

Information search

Evaluation of alternatives

Purchase

Post purchase evaluation

Information Processing

Toshiba case study

Need /problem recognizing

Purchase a laptop

Search information Personal

Sales person

Friends ,family

Impersonal

Advertising

Publication reviews

Market controlled sources

Non marketer controlled

Internal search

• Past experience

Notices an ad of Toshiba and decides to visit various stores

Realizes the speed of the machine is faster than anticipated

The information is perceived.

Determine what information will be retained in memory

Short term memory

• Speed• Price • Screen size

Long term memory

•Speed •Price

Information received

Changes belief about characteristics of Toshiba

Develops a positive attitude towards it and increases the chance of selecting our product

High involvement product

Obtains information on additional brands

Compares various factors

Decides to buy Toshiba

Additional information search

Post purchase behavior

Retains her experience in long term memory

Uses it when decides to upgrade her pc

More effective information searcher, shopper and brand evaluator.

L’Oreal case study

Need /problem recognition

Getting a hairstyle

Involvement level and type of decision making

High Involvement Low involvement

Problem recognition Problem recognition

Information search Little or no information

Search Evaluation of alternatives

PURCHASE

Information search process

• Earlier purchases, personal experience

• Low involvement learning

Long term memory

• Family , friends, peer groups• Neighbors and acquaintances.

Personal sources

• Newspapers, magazines, Journals• Consumer reports.

Independent sources

• Advertising and Public relations.• Sales personnel, direct mail, Personal selling.

Marketer controlled sources

• Inspection of products• Products trials.

Experiential sources

Our consumer Notices an ad of L’Oreal & decides to an outlet.

Realizes the service, equipments and customer handling is value for money

Consumer is attracted as the information is perceived

Determining Factors held in memory

Long term memory•Quality of Service•Technology of equipments •Customer handling

Short term memory•Frequency of outlets •Premium prices of other packages.

Customer hooked to offer as Information is received

The consumer develops a positive attitude towards L’Oreal high and above competitor brands.

Other factors determining purchase

decision

Financial Status

Emotional analysis

Situational factor

Post Purchase evaluation

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Chooses L’Oreal for haircutting and styling time and again. Other services from the same brand also stand at a good chance for being bought.

Promotes L’Oreal to Family, Friends, peer groups and acquaintances.

Chevrolet Cruze

Need recognizing/problem awareness

Need a car for easy travelling

Status symbol

Search information

Personal

Sales person

Friends ,family

Impersonal

Advertising

Publication reviews

Market controlled sources

Non marketer controlled

Internal search

• Past experience

Evaluation and selection of alternatives

• •Importance , Need, Benefits•Complexity, indices of qualities

Products characteristic

•Level of interest and involvement• Information organization

Consumer characteristics

•Toyota – Corolla and Corolla Altis•Hyundai Civic and Skoda OctaviaCompetitors

•Mileage , Power, performance and Fuel choice compatibility.

Product advantages

•Only diesel car in comparison to its competitors which are petrol based.

Distinctive features

Factors determining retention

Long term memory•Mileage•Diesel engine •Performance package

Short term memory•Price•Fuel tank capacity.

Decision Implementation

Diesel Engine

Mileage

Power

Post purchase evaluation

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Chooses Chevrolet Cruze for Performance and status.

Based on Performance Promotes Cruze to Family, Friends, peer groups and acquaintances.

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