Bài giảng Consumer Behaviour - Chapter 5 Evaluating and Selecting Alternatives

Chapter 5 Evaluating and Selecting AlternativesThe nature of evaluative criteriaTools to measurement evaluative criteriaConsumers’ individual judgments are not necessarily accurateRole of surrogate indicatorsTypes of decision rules consumers may applyImplications of evaluative criteria for marketing strategy1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEvaluation of AlternativesEvaluation criteriaprice brand name country of originDeterminants of criteriaMeasurement of evaluation criteriaidentify important criteria perception of each product for thesealternative performance of each product2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEvaluation of Alternatives (cont.)Determining the alternativesEvaluating alternativesSelecting a decision rulenon-compensatory compensatoryconstructivephasedMarketing implications3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Decision ProcessAlternative Evaluation and Selection ProcessThe Measurement of Evaluative CriteriaBefore a strategy is developed, the marketing manager must know:Which evaluative criteria are used by the consumerHow the consumer perceives alternative products in terms of each criterionThe relative importance of each criterion6Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDetermining which Evaluative Criteria are UsedDirect methodsAsking consumersFocus groupsObservationIndirect methodsProjective techniquesPerceptual mapping7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPerceived Performance of Six Television SetsImportance of Evaluative Criteria to BuyersPerceptual Mapping of Soap BrandsUses of Perceptual MappingWe use this method to help us understand consumers’ perceptions and the evaluative criteria they useWe can use this information to determine:How different brands are positioned according to evaluative criteriaHow the positions of brands change in response to marketing effortsHow to position new products using evaluative criteria11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDetermining Consumers’ Judgments of Brand Performance in Terms of Specific Evaluative CriteriaRank-ordering scalesSematic-differential scalesLikert scales12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDetermining the Relative Importance of Evaluative CriteriaDirect methodsConstant sum Determining the Relative Importance of Evaluative Criteria (cont.)Indirect methodsConjoint analysis 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.14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsApplication of Conjoint AnalysisUsing Conjoint Analysis to Determine the Importance of Evaluative CriteriaIndividual Judgment and Evaluative CriteriaThe accuracy of individual judgmentsUse of a surrogate indicatorSensory discriminationJust-noticeable difference17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUse of Surrogate IndicatorsConsumers frequently use an observable attribute of a product to indicate the performance of the product on a less observable attributeReliance depends on:Predictive value Confidence value18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUse of Surrogate Indicators (cont.)PriceBrand19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUse of Price to Indicate the Quality of JewelleryEvaluative Criteria, Individual Judgments and Marketing StrategyConsumers use surrogate indicatorsMarketers can ensure that their products are superior for these criteria byMaking direct reference to them in adsUsing brand namesUsing celebrity endorsementUsing country-of-origin21Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUse of Celebrity EndorsementUse of Country of OriginDecision Rules Used by ConsumersConjunctiveDisjunctiveElimination-by-aspectsLexicographicCompensatory24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDecision Rules Used by Consumers (cont.)Summary of the Decision Rules1. Conjunctive brands that meet a minimum level on each evaluative criterion2. Disjunctivebrands that meet a satisfactory level on any relevant evaluative criteria 3. Elimination-by-aspectsrank brands on evaluative criteriaselect highest ranking brands until only one is left4. Lexicographicrank brands on evaluative criteria importanceselect the one that is highest on most important criteria5. CompensatorySelect brand that has the highest score over all the relevant evaluative criteria26Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUnderstanding Target Buyers’ Decision Rules to Achieve Product PositioningAlternative Decision Rules and Selection of a Television SetNext LectureChapter 6:Outlet Selection and Purchase29Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins