LE2 - Consumer Behavior

• Problem recognition

• Information search

• Evaluation of alternatives

• Purchase desicion

• Post purchase behavior

• Groceries

  • Frequently

  • low involvement

  • cheap

  • simplified decisions

• Electronics

  • less frequent

  • high involvement

  • expensive

  • complicated decisions

• Intermediate

  • Clothing

two stage

• Screening Phase

• In Depth Comparison Phase

• Examples

  • Hostel World und andere Auswahlseiten

Three stage

• Orientation

• Evaluation

• Verification

Process, which consumers follow when choosing a product

• consumers often mix strategies

• LEX

  • alternative with best attribute level on most important attribute

• EBA (Elimination by Aspects)

  • elimanite alternatives with the worst attributes

• SAT (Satisficing Heuristic)

  • alternatives are considered from left to right

  • and with unaccepted levels

  • wählt die Alternative die ausreichen

• COM (Compatibility Test)

  • Es wird ausgeschlossen was im Vergleich am schlechtesten ist

  • Das nehmen was übrig belibt

• DOM (Dominance Strategy)

  • Das wählen, was alle anderen Dominiert

EBA

If several strategies map to the same alterntive, we call that an ambigious mapping

Es ist auch möglich die Strategien zu mixen

the Feeling a person has about a product after it has been purchased