Professional Documents
Culture Documents
Consumer Behavior
Session 2.5
NCCB 5030-MBQC 831
Gary Orosy
Course Framework
PROD UCT
Marketing
Math SEG MENTATION
PRICE
POSITIONING
Consumer
PLACE
Behavior
1
NCC5030
NEED
RECOGNITION
INFORMATION
SEARCH
EVALUATION &
CHOICE/PURCHASE
POST-CHOICE
EVALUATION
2
NCC5030
Self-Actualiz ation
(Self-Fulfillment)
Ego N eeds
(Status , s elf-es teem)
Ps ychogenic
N eeds Social N eeds
(Affection, friends hip,
belonging)
Safety and Security N eeds
(Protection, order, s tability)
Need Recognition
Needs
3
NCC5030
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION &
CHOICE/PURCHASE
POST-CHOICE
EVALUATION
10
Information Search
11
Memory-based
o Hard to recall more than a few options
o Memory interference
Associate need to brand
Stimulus-based
o Many stimuli
Attention-grabbers
e.g., movement, novelty
Needs/goals influence whether customer notices (selective attention)
make relevant
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4
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14
15
5
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17
iBeacon
18
6
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19
INFORMATION SEARCH
EVALUATION &
CHOICE/PURCHASE
POST-CHOICE
EVALUATION
20
Evaluation of Alternatives
21
7
NCC5030
Example
22
Non-compensatory models:
Lexicographic
Elimination by as pects Blue Purina Euk a nuba
Buffa lo Dog Chow
Familiarity/ awarenes s
Nutrition 8 7 4
Kibble Size 4 6 8
23
Panasonic Standard 43 60
0.8 cubic feet, $179.99
Emerson 57 27
0.5 cubic feet, $109.00
8
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27
9
NCC5030
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION &
CHOICE/PURCHASE
POST-CHOICE
EVALUATION
28
Post-Choice Evaluation
Did product satisfy initial need?
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Emerging view:
30
10
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P M O Pur chase
Deci si on
32
11
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35
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