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Consumer Path to Purchase : The Buyer Decision Process [Part 2]…
Consumer Path to Purchase : The Buyer Decision Process [Part 2]
3. Evaluation of Alternatives
Consumers attach different attributes to different products
Sometimes one will override all the others
E.g Quality + Price are determinant attributes when choosing a supermarket: brands may attempt to change customer perceptions
E.g "Waitrose is now the same price as Tesco on 1000 everyday branded products" - They often use each other in adverts to show superiority
Marketer's Role
Study consumers to find out how they evaluate product/brand alternatives
Try + influence this choice by: changing buyer beliefs about how their product rates on key attributes, about their brand + their competition, or about the list of attributes buyers consider + their importance to them [Kotler et al 2013]
4. Purchase
The decision of whether to buy, what to buy, where to buy, when to buy + how to pay
Even here the process can be disrupted, e.g by bad customer service or long wait times
5. Post-Purchase Behaviour
This stage can be the most important: this is when consumers decide if they're happy w/ the purchase
The difference between consumer expectation + the product's perceived performance will determine customer satisfaction
Expectancy Disconfirmation Model
Performance = Expectations -> Satisfied Customer
Performance > Expectations -> Delighted Customer
Performance < Expectations -> Dissatisfied Customer
[Solomon et al 2014]
Marketer's Role
Manage expectations + don't overpromise. Attending to consumer experiences is important
Recognise what determines whether a customer is satisfied/dissatisfied
The stage of the buyer decision process in which customers take further action after a purchase
Evaluation of Alternatives: 2 Main Rules
There are 2 main rules customers use when evaluating alternative brands
1. Non-Compensatory Rules
Good performance in one criterion doesn't offset bad performance on another
Nothing can sway their decision
E.g Definitely want the black shoes regardless if the brown ones have free delivery
2. Compensatory Rules
Favourable ratings offset unfavourable ones
Can be flexible between alternatives e.g don't care what colour a certain pair of shoes are
Whilst consumers don't actually calculate 'scores' for brands, they do:
Define the brands to be considered
Define their needs + rank them
Determine the degree to which brands meet their needs
Select the brand which will best meet their most important needs
Evaluation of Alternatives: Developing Choice Criteria
Most of us like to believe we have a choice
The challenge w/ marketing is to give the illusion of choice, without giving too many alternatives
Research says the optimum no. of criteria is between 6-9. Less than 6, customers don't believe you are being straight w/ them, but more than 9 leads to a neocortex overload + the brain goes back to its primitive state
Criteria changes over time depending on how frequently the purchase is made, consumer age + growth, experiences etc
Consumers use less criteria to evaluate low-involvement products than for high-involvement ones
Reasons Consumers Reject Brands
They may be beyond the consumer's financial means
They may have insufficient info for a thorough evaluation
They may be satisfied w/ their current brand
They may have tried + rejected them previously
They may have a negative attitude towards the brand that's come from negative WOM
They may not be seen as adequate to satisfy their needs