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    Unit - V

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    Bhuvana Ganesan
    The document discusses the purchase decision process and factors that influence consumer decision making. It covers: 1) High and low involvement purchases, with cars and oil brands given as examples. High involvement purchases involve more sequential decision making while low involvement relies more on habits and inertia. 2) Pre-purchase behaviors like product brands, quality, social influences are considered. Post-purchase factors like expectations, performance also shape consumer behavior. 3) The diffusion of innovation framework explores how new products and ideas spread through communication channels over time among different consumer groups from innovators to laggards. Product characteristics like relative advantage and compatibility impact adoption rates. 4) Managing dissonance after purchase by changing evaluations, seeking

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    Unit - V

    Uploaded by

    Bhuvana Ganesan
    23 views25 pages
    The document discusses the purchase decision process and factors that influence consumer decision making. It covers: 1) High and low involvement purchases, with cars and oil brands given as examples. High involvement purchases involve more sequential decision making while low involvement relies more on habits and inertia. 2) Pre-purchase behaviors like product brands, quality, social influences are considered. Post-purchase factors like expectations, performance also shape consumer behavior. 3) The diffusion of innovation framework explores how new products and ideas spread through communication channels over time among different consumer groups from innovators to laggards. Product characteristics like relative advantage and compatibility impact adoption rates. 4) Managing dissonance after purchase by changing evaluations, seeking

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    The document discusses the purchase decision process and factors that influence consumer decision making. It covers: 1) High and low involvement purchases, with cars and oil brands given as examples. High involvement purchases involve more sequential decision making while low involvement relies more on habits and inertia. 2) Pre-purchase behaviors like product brands, quality, social influences are considered. Post-purchase factors like expectations, performance also shape consumer behavior. 3) The diffusion of innovation framework explores how new products and ideas spread through communication channels over time among different consumer groups from innovators to laggards. Product characteristics like relative advantage and compatibility impact adoption rates. 4) Managing dissonance after purchase by changing evaluations, seeking

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    23 views25 pages

    Unit - V

    Uploaded by

    Bhuvana Ganesan
    The document discusses the purchase decision process and factors that influence consumer decision making. It covers: 1) High and low involvement purchases, with cars and oil brands given as examples. High involvement purchases involve more sequential decision making while low involvement relies more on habits and inertia. 2) Pre-purchase behaviors like product brands, quality, social influences are considered. Post-purchase factors like expectations, performance also shape consumer behavior. 3) The diffusion of innovation framework explores how new products and ideas spread through communication channels over time among different consumer groups from innovators to laggards. Product characteristics like relative advantage and compatibility impact adoption rates. 4) Managing dissonance after purchase by changing evaluations, seeking

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    of 25

    UNIT – V

    PURCHASE DECESION PROCESS


    • HIGH &LOW INVESTMENT
    Investment is commonly defined as the
    consumers personal interest in buying (or)
    using an item from a given product fields.
    Ex: product category (car)
    brand (Indica )
    add (Print add)
    medium (Tv or Net)
    Decision (buy or not)
    • Interest ,needs & values of demand
    • Involve affects (Information
    searching,processing,attention,congtive
    learning & satisfaction )
    Characteristics High Low Involvement
    Involvement

    Decision Making Sequential Model (Perfect Less evidence for both


    & Right)
    Cognitive Learning (Passive
    Learning) Try to Change

    Habits Loyalty Inertia (Change)


    Instrumental Condition
    SOME CONSUMER INVESTMENT
    Eg: 1, Link brand with issue : High chooses
    from oil
    • Low chooses from oil (saffola ,sunnola,olive
    oil)
    2,Link brand with Personal situation:
    • Even if you have high potential . Choose low
    potential product.
    • Eg: cycling
    CREATS INVOLVEMENT
    • Use some simple (opinion of an expert )
    • Demo of the product
    • Price , quality, quantity, technology
    PRE PURCHASE BEHAVIOUR
     Product brand Product quality

    social class family culture


    environment
    discount offer
    POST PURCHASE BEHAVIOUR
    PURCHASE

    Product expectation conformation

    Product performance
    DIFFUSION OF INNOVATION
    • The acceptance of new product & services.
    • The framework for exploring consumer
    acceptance of new products is drawn from the
    area of research known as diffusion of
    innovation.
    DIFFUSION PROCESS
    • Diffusion process - macro process

    Spread of a new product

    Adoption process

    Micro process – focus individual consumer


    accept or reject
    DIFFUSION PROCESS
    • How innovation spread
    • New product, service, idea,practice
    spread by communication (
    • mass media, salespeople)
    • To member (target market ).
    FOUR BASIC ELEMENTS OF
    DIFFUSION PROCESS
    i,THE INNOVATION :
    1 ,Frim oriented def :
     Product from the company
     New to market place (competitors or consumers )
     It has considered merit when object is examine.
    • ii.Product innovation:
    1.continous innovation :
    It involves the introduction of a modified rather
    than new product.
    Eg: Microsoft windows
    Mobile phones
    chocolate
    Car
    2.A dynamically continuous innovation :
    It may involve the creation of a new product or
    services change of an product..
    Eg: Digital camera
    Digital video recorder
    MP3 players
    Disposable diapers
    3.A discontinuous innovation:
    Consumers adopt to new behavior patterns
    Eg:Radios,Tv,fax,Internet
    • Iii. Market oriented def:
    Newness of a product is terms of consumers
    expectation.
    -Two market – oriented definitions of products
    innovation.
    -New product is purchased by relatively small
    percentage of the market (How much product
    in market )
    -New product is purchased by short period of
    time(How long period in market)
    4.Consumer oriented def:
     Newness – consumer protection of the product
     Purchase innovativeness ( cost , quality)
     Use innovativeness (about product features)
    • Product Characteristics that influence
    Diffusion
    S.No Characteristics Definition Example

    1. Relative Advantage New product as Superior Lcd tv, Laptop


    to the existing one

    2 Compatibility New Product with Present Mobile, camera,


    needs and Values alarm clock etc

    3. Complexity New product is Different Cold coffee, soap.


    to understand

    4. Trialability Tried on Limited basis Free samples,


    downloads etc.
    The channels of communication
     How it spread through
    (word of mouth communication)
     Internet play a major role
     Eg: Ford,GeneralMotars,other major
    automobiles used net to promote their
    products.
     podcasts helps to develop their products.
    THE SOCIAL SYSTEM
    A social system is a Physical, social or cultural
    environment to which people belong and
    within which they function..
    Eg: Corn in super market
    New medicine
    Diet product for geriatric community
    MODERN SOCIAL SYSTEM
    • Positive attitude
    • Advance technology
    • Respect for Edu & Science
    Eg :In U.S – Beef consumption is high in 1970
    (80% )..but now 60%
    -Chicken,fish consumption high(Nutrition value)
    TIME
    • THREE TYPES
    i. The amount of purchase time :
    -Consumers initial awareness of a new
    product(or) services.
    - They purchase (or) reject it
    ii. Adopters categories:
    when the consumer adopt new product
    5 STAGES
    i.Innovators - first to adopt new products &
    services.
    ii.Early adopters - second, socially integrated, less
    risk involved leader.
    iii.Early majority - after these two critical
    position (journal or magazine reader)
    iv.Late majority - skeptical – below in edu,social
    status & income.
    v.Laggards –tradition bound – quite long
    Eg; shampoo and Soap
    RATE OF ADOPTION
    • How long it takes a new product or services to
    be adopted by members of a social system..
    Eg: B & w in India and color TV in U.S.
    MANAGINING DISSONANCE
     Dissonance occurs – discrepancy between
    consumers decision & the consumer prior
    evaluation.
    Dissonance occurs
     Minimum threshold is passed
     Purchase decision is irrevocable product
     Selected alternative have less attractive feature.
     Lack in several desirable alternatives
    Eg :Buy car (color,price,model)
    HOW TO REDUCE DISSONANCE
    1.Change his evaluation of alternatives.
    2.Seek new information to support his choice.
    3.Change his attitude.

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