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Consumer Decision Process

Needs Recognition Information Search Evaluation of Alternatives Choice Purchase Post-Choice Evaluation Consumer Decision Process Exposure Attention Perception Motivation Learning Memory Attitudes Decision Making Situational Influence Customer-Brand Relationships Post –Purchase Satisfaction Customer Loyalty Consumer Behavior TopicsNeeds Recognition Why is “Needs Recognition” important? It is of course that markets are shaped by consumers’ need. However, needs can be created by marketers as well. - Here is room for marketing Needs can increase Motivation for purchasing product How Marketing Affects Perceived Needs? Definition of needs is discrepancy between actual and desired state Marketing can move perceived desired state up or perceived actual state down. ex : ‘ A Diamond is Forever’ : the Slogans of Debeer Ideal Sate : change because of new technology exposure Actual State : comparison to others Want Recognition Problem/Need Recognition Marketing affects consumer’s perceptionTriggersggerating problem marketers can influence customers’ need recognition Conclusion In any marketing program, it is important to find out which needs you are satisfying for which customers Consumers may not be aware of the needs your product could be satisfying.4 components of Needs Recognition sensory inputs Exposure Attention Perception Motivation Perception Process Exposure How do marketers gain exposure? Advertisement, Point of purchase displays, Shelf space, Logos/Freebies, Product placements ( in Movies, on TV, among celebrities, music one of the controversial way of exposure if “Subliminal Exposure”Subliminal Message subliminal message a signal or message embedded in another medium, designed to pass below the normal limits of the human mind's perception. These messages are unrecognizable by the conscious mind, but in certain situations can affect the subconscious mind and importantly, the unconscious mind, and can negatively or positively influence subsequent later thoughts, behaviive and social psychology that subliminal exposure does influence people’s judgments and behavior ExposureSubliminal Message Examples This ad appeared in the British Yellow Pages The title is of course already double in itself In a promotional campaign by Pepsi in 1990, the company sold cans with a neon-design. If you stack two of those cans and turn them just right, the word SEX becomes readable. Intentional or not, it proves that sublimal ads can work after all. This fact or fantasy turned a lot of attention to Pepsi. And it obviously still does. Laid by the best Pepsi can spell out Sex Coca Cola Man If you put the Coca-Cola logo on its side, and add a little fantasy, you can see a smoking man. Some sources say it looks like a person snorting cocaine, but let's keep it to the smoking shall we ... 2000 U.S. presidential campaign George W. Bush showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on thetics have not been demonstrated to be effective Of course, as with anything scientific, it may be that someday, somehow, someone will develop a subliminal technique that may work, just as someday a chemist may find a way to transmute lead to gold. I am personally not purchasing lead futures on this hope however. Bottom line for Subliminal Exposure Subliminal Exposure can influence people, but there are limits to what it can influence For important decisions, careful processing would probably override any subliminal influence ExposureAttention Attention What Makes Consumers Pay Attention? Features of stimulus Novelty Surprising/unexpected Color Music Humor Attractive visuals Incomplete stimulus (“ Zeigarnik effect” ) Position in visual field (Prominence, Vividness, Salience ) Zeigarnik effect It states that people remember uncompleted or interrupted tasks better than completed ones. Russian psychologist Bluma Zeigarnik first studied the phenomenon after her professor, Gestalt psychologik.Perception What is Perception Process of developing an interpretation of a stimulus After you have consumers’ attention, how will they perceive what you are offering is important. What customers perceive is what affects their actions What is perceived is not necessarily what is true In the case of visual perception some people can actually see the percept shift in their mind’s eye.Perceptual Map Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition. Perception Map of ideal Point and Clusters Market Segment Ideal Vector Segment 1 Ideal Vector Segment 2 What does it tell you? Who is the competitors?, What segments are being served, If you modified a product, who you would take share from, if you developed a new product, what segment would be best. PerceptionWhat is Motivation Motivat

경영/경제| 2008.11.04| 12페이지| 2,500원| 조회(227)

소비자 행동론, 소비자 구매론, customer behavior, Custom..

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롱테일의 경제학 [북리뷰] - The Long Tail

The Long Tail 2008-11-04 1 Written by Jennifer Ahn soojin.jennifer@gmail.comW hat is Log Tail Examples, Environment what is the breakthrough characteristics ? why? ( driving force) hit driven economics Death of the Hits Attribute to realize Long Tail business On line businesses Social ( internet ) environment Essential component Recommendations 2008-11-04 2 Written by Jennifer Ahn soojin.jennifer@gmail.comWhat is Long Tail? The world has been driven by the hit . Now, the niches cannot be negligible The demand of niches never fell to zero The tail of available variety is far longer than we realize It’s now within reach economically All those niches, when aggregate, can make up a significant market “The biggest money is in the smallest sales” – venture capitalist Kevin Laws Getting longer Never zero Getting thinner The probability of hit is getting lower, the abundance is getting bigger ! 2008-11-04 3 Written by Jennifer Ahn soojin.jennifer@gmail.com source : The long Tail2008-11-04 4 Wromprise a market rivaling the hits. The natural shape of demand is far less hit-driven than we have led to believe Three Forces 2008-11-04 7 Written by Jennifer Ahn soojin.jennifer@gmail.comWhy? – The Driving Forces of The Long Tail II Everyone is able to make their own content The traditional line between producers and consumers has blurred . Examples Personal Computer Apples Garage band, Astronomy’s Pro-Am movement Wikipedia peer production Democratize the tools of production Democratize the tools of distribution Connect supply and demand Result : More Stuff, which lengthens the Tail Result : More access to niches which fattens the Tail Result : Drive business from hits to niches Every one can distribute their own content Examples Internet newspaper Lulu.com - Self distribution site CNN i -report Directly connect supply and demand efficiently Lower the search cost, minimize hassle, wrong turns Explore unknown together Examples Google wisdom-of-crowds Amazon recommendations customer re of their copyright 2008-11-04 11 Written by Jennifer Ahn soojin.jennifer@gmail.comWhat are the breakthrough characteristics ? Infinite number of goods Unlimited shelf : What the internet presented was a way to eliminate most of the physical barriers to unlimited selection. : It allow web retailers to offer their customers more variety and convenience, cementing brand loyalty with existing customers and extending it to new ones who may or may not be near physical store Efficiency leads infinite number of goods  Wal Mart, Amazon (offer million different books) 2008-11-04 12 Written by Jennifer Ahn soojin.jennifer@gmail.com 1. Physical Retailers Profit threshold for physical stores (ex Tower Records 2. Hybrid Retailers Profit threshold for physical stores with no overheads (ex. Amazon ) 3. Pure Digital Retailers Profit threshold for physical stores with no physical goods (ex. Rhapsody) Three steps to infinite variety source : The long TailWhat are the breakthrough characteristics? Near by makers ) : Niche products are not for everyone = one person’s noise is another’s signal ( different and subjective taste)  That’s why the filters are so important. for narrow set of taste, filter will work . ex) Google is the winner about filter technology 2008-11-04 Written by Jennifer Ahn soojin.jennifer@gmail.com 15 Require Filter Power Signal to Noise Ratio Consumer Acceptance Threshold source : The long TailWhat the breakthrough characteristics ? Pre-filters and Post filters Pre-filters is trying to predict what will fit for customers needs  predicting tastes Post-filters is collaborative filtering based on wisdom of crowds, coming after publication  measure the tastes of customers  self-correct the errors and never disappear entirely 2008-11-04 Written by Jennifer Ahn soojin.jennifer@gmail.com 16 Pre-filters Post-filters Filter place Editors Blogs Screening tool Record label scouts Playlist Checker Studio executives Reviews Judger Department store buyers Customers Predictraigslist, MySpace, Netflix, Google Adsense ) It’s not outsourcing, it’s crowd-sourcing Rule 3. One Distribution method doesn’t fit all Try to fulfill various consumption patterns. Multiple distribution channels are the only way to reach the biggest potential market Lower your cost Rule 4. One Product doesn’t fit all “micro-chunking” – ex) album, individual track, ringtone, free thirty-second sample, music video, remix, etc.  One size fits one; many size fits many Think NicheThe Secret of successful Long Tail business 2008-11-04 Written by Jennifer Ahn soojin.jennifer@gmail.com 20 Rule 5. One Price doesn’t fit all About niche product, people more tend to be price inelastic more flexible, price discrimination by various product Think Niche Rule 6. Share Information Providing transparent and various information can build trust at no cost Information about buying patterns, when transformed into recommendations, can be a powerful marketing tool Gathering information about buying pattern aw}

경영/경제| 2008.11.04| 22페이지| 3,000원| 조회(383)

롱테일, 롱테일 경제학, The Long Tail, 롱테일 비지니스

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