Thus, for example, a consumer may see that a car has a large engine, leading to fast acceleration, leading to a feeling of performance, leading to a feeling of power, which ultimately improves the consumer’s self-esteem. To achieve this goal, we can use the Means-End chain, wherein we consider a logical progression of consequences of product use that eventually lead to desired end benefit. It is important to consider the consumer’s motivation for buying products.
When the purchase has been made, the consumer may stop giving much attention to that product category. For example, many "geeky" individuals spend a great deal of time reading computer magazines when new issues come out: In the case of enduring involvement, the consumer remains interested in the category-usually because of an inherent interest-even if he or she does not anticipate making a purchase immediately. In the case of temporary involvement, the consumer may not be particularly interested in the product category, but may become involved long enough to be able to make an informed decision in an important product category: Involvement can be either temporary or permanent (enduring). For example, a person may resume alternative identification during while evaluating already known alternatives.Ĭonsumer involvement-the amount of effort a consumer puts into searching depends-on a number of factors such as the market (how many competitors are there, and how great are differences between brands expected to be?), product characteristics (how important is this product? How complex is the product? How obvious are indications of quality?), consumer characteristics (how interested is a consumer, generally, in analyzing product characteristics and making the best possible deal?), and situational characteristics (as previously discussed). In reality, people may go back and forth between the stages. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory).
A skateboard is inexpensive, but may be ill-suited for long distances and for rainy days. The third step involves evaluation of alternatives. The second step is information search-what are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. Perhaps, for example, your car is getting more difficult to start and is not accelerating well. The first one is problem recognition-you realize that something is not as it should be. One model of consumer decision making involves several steps.
0 kommentar(er)
