24306 Lecture Notes - Lecture 3: Switching Barriers, Belongingness, Internal Communications
Document Summary
Consumer behaviour: three stage model for services, pre-purchase stage, pre-purchase (need recognition, info search, evaluation, decision, search encounter. Uncertainty about outcomes increases perceived risks: post purchase (evaluation of outcome satisfaction, problem awareness: (2 motivations needs/wants) Physical (biological not feeling well: health care) Can arise from certain cues (stimulus: stimulate motivation) Physiological safety love/belongingness esteem self actualisation. Fast food = physiological and belongingness (maccas 1992 today: information search, evaluation of alternatives. Non-systematic: brand loyal (loyalty simplifies search/decision process) Internal: own memories/past experience (passive approach gather info) Evoked set = consideration set (brands that come to mind immediately) Systematic: non-compensatory (assign certain points to each brand) Lexographic (go through each attribute one at a time and rule out lazy) Credentials are already formed in the customer"s mind. Search: can assess prior to purchase (style/colour: quantify product) Experience: evaluate during or after experience (cs friendly staff) Credence: impossible to evaluate even after purchase (e. g. car repair)
