Chapter 4: The consumer
- The consumer
- Consumer Behaviour
- Analysis of consumers' trend
- Consumer decision-making process
the individual who buys goods & services for his/her own use like household (use of a family member or for a friend
Definition
all such activities done by a consumer, while obtaining, consuming & disposing of products & services. this includes the decision making processes that precede & follow such actions.
Purpose
consumers 'evolve' with time, learning, exposure & experience. For example: now they prefer online purchase thru website rather than physical outlet
Influences
external
internal
cultural
social (family / friends)
personal characteristics (gender, age, personality)
psychological factors (motivation, perception, learning, beliefs, attitudes)
need recognition
Quick Response Manufacturing (QRM)
time-based competitive strategy which focuses on the consumption of value operative chains
the aim to reduce time spans that elapse from textile design stage to the purchasing of the garments by the final consumer
information technologies like electronic data interchange (EDI), bar codes & point of sale are used to obtain quick response.
Benefits
reduce lead time
on time delivery
decrease manufacturing cost
Just-in-time manufacturing
Definition
producing only what is needed, when is needed & only in quantity needed
using JIT procedure, no step in production process ever produces, or produce before a demand is made.
Wastes in JIT
waiting time
overproducing
defective goods
transporting
information search
evaluation of alternatives
purchase
postpurchase behavior
the consumer recognizes a problem / a requirement that needs to be fulfilled
in this stage, the marketer should study & study understand the consumers to find out what kinds of needs arise , what & how they led consumer to particular product
in this stage, the consumer seeks more information
internal
external
recall information in memory
involves the scanning of one's memory to recall previous experiences
seek information in outside environment
gather information from external sources like ads, media, friends, stores
analyze product attributes by use cutoff criteria
product attributes (evaluation of quality, price & features)
degree of importance
brand beliefs
total product satisfaction
evaluation procedures
consumer evaluate purchases during consumption process
in this stage, the consumer actually buys the product. generally, a consumer will buy the most favorite brand
factors
purchase intention
purchase decision
based on usual income, usual price & usual product benefits
influenced from attitudes of others and unexpected situational factors
3 possible outcomes
postpurchase cognitive dissonance
complaining behavior
actual product performance matches prepurchase expectations
actual product performance exceeds prepurchase expectations (satisfaction)
actual product performance is below prepurchase expectation (dissatisfaction)