Bài giảng Consumer behaviour - Chương 3: Evaluating and selecting alternatives. Situational influences - Nguyen Hoang Sinh
14-Jan-18
Lecture 03
Evaluating and selecting
alternatives – Situational
influences
The consumer decision process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 20
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Learning objectives
• Understand the nature of evaluative
criteria
• Understand the implications of evaluative
criteria for marketing strategy
• Be aware of the main types of decision
rules that consumers may apply
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alternatives
Alternative evaluation and
selection process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 126
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alternatives
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Evaluation of alternatives
• Evaluation criteria
– The nature of evaluative criteria
– Measurement of evaluation criteria
– The role of evaluative criteria in marketing
strategy
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alternatives
Perceived performance of six mobile phones
in relation to six evaluative criteria
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 128
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Importance of evaluative criteria
to three buyers
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 128
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The measurement of evaluative criteria
• To enable the marketing manager to
develop a sound strategy they must
determine:
– Which evaluative criteria are used by the
consumer
– How the consumer perceives alternative
products in terms of each criterion
– The relative importance of each criterion
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Determining evaluative criteria to use
• Direct methods
– Asking consumers
– Focus groups
– Observation
• Indirect methods
– Projective techniques:
• a technique designed to measure feelings, attitudes
and motivations that consumers may be unable or
unwilling to reveal
– Perceptual mapping:
• a method whereby consumers judge the similarity of
alternative brands without specifying evaluative criteria
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Uses of perceptual mapping
• We use this method to help us understand
consumers’ perceptions and the evaluative
criteria they use
• We can use this information to determine:
– How different brands are positioned according to
evaluative criteria
– How the positions of brands change in response
to marketing efforts
– How to position new products using evaluative
criteria
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alternatives
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Determining evaluative criteria to use
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 130
704003 - Evaluating and selecting
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Determining the relative importance
of evaluative criteria
• Direct methods: Constant-sum scale
Evaluative criteria
Importance (in points)
Price
20
15
15
5
Size
Warranty
Quality of digital camera
Compatibility with email system
Ease of use
10
35
100
Total
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Determining the relative importance of
evaluative criteria (cont.)
• Indirect methods: Conjoint 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.
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alternatives
One possible application
of conjoint analysis
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 131
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Individual judgment and
evaluative criteria
• The accuracy of individual judgments
– Use of a surrogate indicator
– Sensory discrimination
– Just-noticeable difference
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Use of Surrogate Indicators
• Consumers frequently use an observable
attribute of a product to indicate the
performance of the product on a less
observable attribute
– Reliance depends on:
• Predictive value
• Confidence value
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Use of Surrogate Indicators (cont.)
• Price
• Brand
Evaluative criteria, individual
judgments and marketing strategy
• Consumers use surrogate indicators
– Marketers can ensure that their products are
superior for these criteria by:
• Making direct reference to them in ads
• Using brand names
• Using celebrity endorsement
• Using country-of-origin
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Use of Celebrity Endorsement
Use of Country of Origin
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Decision rules
• Conjunctive
• Disjunctive
• Elimination-by-aspects
• Lexicographic
• Compensatory
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Decision rules
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 137
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Summary of the decision rules
• 1. Conjunctive
– Brands that meet a minimum level on each evaluative
criterion
• 2. Disjunctive
– Brands that meet a satisfactory level on any relevant
evaluative criteria
• 3. Elimination-by-aspects
– Rank brands on evaluative criteria
– Select highest ranking brands until only one is left
• 4. Lexicographic
– Rank brands on evaluative criteria importance
– Select the one that is highest on most important criteria
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Summary of the decision rules
• 5. Compensatory
– Select brand that has the highest score over
all the relevant evaluative criteria
n
i = 1
Rb
WiBib
=
S
Rb = Overall rating of brand b
Wi = Importance or weight attached to evaluate criteria i
Bib = Evaluation of brand b on evaluative criteria i
n = Number of evaluative criteria considered relevant
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alternatives
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Alternative decision rules and
selection of a mobile phone
Decision rule
Brand choice
Conjunctive
Disjunctive
Samsung, Nokia
Motorola, Samsung, Sony
Erickson
Elimination-by-aspects
Lexicographic
Motorola
Sony Erickson
Compensatory
Motorola
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 140
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Marketing applications of decision rules
• Understanding Target Buyers’ Decision Rules to
Achieve Product Positioning
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Topics covered in this lecture
• The nature of evaluative criteria
• Types of decision rules consumers may
apply
• Implications of evaluative criteria for
marketing strategy
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alternatives
Learning objectives
• Be aware that situations influence CB
• Know that there are four main situations
within which the consumption process
occurs
• Understand the nature of situation
influences
• Be aware that situational influences have
implications for marketing strategy
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purchase - Situational influences
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Situations and consumer behaviour
• Situational influences
• Situations and consumer behaviour
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Consumer decision process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26
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Situational influences
• Situations influence consumer behaviour
– Four main types of situations
– Can be categorised according to five main
dimensions
– Implications for marketing strategy
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Situations and
consumer behaviour
• Three important aspects of this influence
– When a particular situation will influence CB
– How trong the effect is likely to be
– The way in which the situation will influence
behaviour
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purchase - Situational influences
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Situations and
consumer behaviour
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 38
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purchase - Situational influences
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Situations relevant to
the consumption process
• The communication situation
• The purchase situation
• The usage situation
• The disposal situation
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Situations relevant to
the consumption process
• The communication situation
– Where?
– Alone or with others?
– Surrounding noise?
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Situations relevant to
the consumption process
• The communication situation
• The purchase situation
– Where?
– Alone or with others?
– In a hurry?
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purchase - Situational influences
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Situations relevant to
the consumption process
• The communication situation
• The purchase situation
• The usage situation
– With guests or alone?
– For pleasure or for work?
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Situations relevant to
the consumption process
• The communication situation
• The purchase situation
• The usage situation
• The disposal situation
– Before the next purchase? Trade-ins?
– After the purchase, e.g. packaging
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purchase - Situational influences
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Situations relevant to
the consumption process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 40
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Classification of situational influences
• Five dimensions of situational influence
– Physical surroundings
– Social surroundings
– Temporal perspectives
– Task definition
– Antecedent states
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purchase - Situational influences
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