BB Project Guidelines (Part Three : Consumer Decision Process)

Buyer Behavior

MKTG 1052MKTG 1052

PROJECT GUIDELINES(Part Three)

1BB Guidelines (Part One) copyright of BBAdvisor

Continuing from Part Two..• This section (Part 6 of the report) deals

with the Consumer Decision Making Processes

• You need to be familiar with the key concepts from Chapters 2-7

BB Guidelines (Part Three) copyright of BBAdvisor

2

Consumer decision makingInstruction (as per guidelines)

Interpretation/ what needs to be done:

6.1

What type and amount of information about this product do its

Specify the level of involvement (you need to present logical argument - remember its not the product alone but how the customer responds during the process of decision making and how much effort, time and money is spent on


this product do its consumers use? How involved are they? Which level of decision making are they in? Would the brand be considered to be part of this segment’s evoked set?

much effort, time and money is spent on selecting the right alternative. Type of information = show examples of what kinds of sources are considered. How much effort is expended in comparing brands and what are the costs and benefits of search? (read chapters 3 and 4)Use the framework of the evoked set to identify if your brand is part of the evoked set; briefly explain why or why not; consider competitor brands as to where they fit in.

Instruction (as per guidelines)


6.2 How do consumers evaluate different brands in this

Consumer decision making

This covers the topic on Alternative Evaluation (Chapter Five)

Discuss the types of evaluative criteria brands in this product category? Which evaluative criteria are possibly used in making a purchase decision?


used; evaluative criteria must be specific to the nature of the product. Rank the evaluative criteria in terms of their perceived importance when the consumers are comparing brands.

Set up a hypothetical table showing how the different brands are compared in terms of importance and rating of the different attributes. (read chapter 5)



6.3How do consumers go about shopping for this

product?


Shopping: Is purchasing store based or virtual? The material is from Chapter 6.Discuss some of the factors what facilitate or inhibit the purchase of the product.If the purchase is store based you can infer


If the purchase is store based you can infer on the types of retailing strategies and even store environment that can facilitate purchases. Is the purchase impulse? If it is high involvement how can store personnel or even the web



6.4How likely is post purchase behaviour likely to occur? If so, how can it be reduced?


Refer Chapter 7.This depends to some extent on the nature of the product (high involvement purchases will have a higher degree of post-purchase can it be reduced?


have a higher degree of post-purchase implications)Explain what happens after the purchase in terms of how consumers handle satisfaction/dissatisfaction- what are they likely to do? What about ‘cognitive dissonance?’Reduction: briefly describe what both the consumer and the marketer do to reduce post-purchase anxiety.



6.5

How do consumers dispose of this product after its usage?


Refer Chapter 7.Consider the disposal in terms of trade-in for future upgrades. Or there could be green/ environmental after its usage?


Or there could be green/ environmental issues (depending on the brand you choose)



6.6Loyalty- Do potential segments differ in their loyalty to the existing product? Are brand-loyal


Refer Chapter 7.Here you need to contrast different loyalty behaviors between the different segments.For example some segments might be loyal product? Are brand-loyal

purchases encouraged? How?


For example some segments might be loyal because of price promotions; others because they are loyal to the brand per se.Briefly explain how the marketer develops marketing programs to create and sustain brand loyalty- give some examples.

Education

BB Project Guidelines (Part Three : Consumer Decision Process)