Note: Sample below may appear distorted but all corresponding word document files contain proper formattingExcerpt from Essay:
It is interesting that the decision immediately becomes part of the feedback for the next decision. For example, I was not terribly enamored with my older laptop, so that brand was ruled out fairly quickly in the process -- I simply did not feel right about buying that brand again when there are so many on the market. The new purchase immediately went into my memory so that the next time I purchase a laptop, a lot of the lessons I learned from this process and the analysis that I undertook will form the basis of the next laptop purchase decision-making process.
Headache remedies are a low involvement purchase. The EBM model encompasses a number of different factors that contribute to a purchase decision. Not all of these factors are used in the decision with respect to a headache remedy. There is a core alternative evaluation where I once considered the three main types of headache remedy. Within those types, there are innumerable brands to consider, but I had long ago settled on a type that I felt worked best for me.
Typically, I only buy the same brand of headache remedy. I base this decision largely on memory -- I like this brand -- and on a central belief that within the specific remedy type (ibuprofen) the different brands are largely the same. The issue of availability is also addressed to some degree in that if I need some in a hurry and my brand is not available at a given store I need to have a back-up brand. However, this is more or less the extent of the thought that I give to this purchase. Relative to the laptop purchase, there is much more instinct involved in the decision to purchase headache remedy. The decision to purchase the remedy and the decision to purchase a specific brand have largely been conflated.
Strengths & Weaknesses of the Model
The EBM model is complex because it encompasses such a wide range of factors. I feel that the main strength of this model is that it allows for a multi-directional thought process flow and for a number of different factors to be incorporated into the final decision. The model, therefore, is highly effective with respect to high involvement purchases.
The comprehensive nature of the EBM model, however, does not lend itself to the evaluation of low involvement purchases. From the consumer's perspective, it is like using a chainsaw to slice an apple -- its size and power makes it a bit unwieldy. That said, EBM probably does have relevance for marketers. For the marketer, it is important to understand which of the factors goes into the purchase, whether the purchase is high involvement or not. If we consider the headache remedy, for the marketer it is important to know that I generally make two main choices for this product and that I make them early on in life. Then I stick with my decision unless I have a compelling reason to change it. For the marketer, this highlights the necessity of appealing to consumers at a young age, and it highlights the necessity of differentiation. The model does allow the marketer to gain insight, specifically so that the marketer does not waste time focusing on decision-making factors that are not involved.
Indeed, EBM does help the marketer in understanding where those first decisions come from. The headache pill maker needs to understand why I made the initial choice I did -- was it the same type we had in the house growing up? Was it something I learned about from friends? Did I find out about it some other way? That knowledge is not something that I think about as a consumer unless prompted, and even then I do not specifically remember the details. But for the marketer, it is valuable to know at which point in the process as described in the EBM model did I make that critical decision. So the model works better for the marketer than the consumer on low-involvement purchases, because for the marketer that decision is not low-involvement. When there is high involvement, the EBM model allows the different factors that go into decision making to be effectively broken down.
Schiffman, L., Cass, a., Paladino, a., Alexssandro, S. & Bednall, D. (2011) Consumer Behaviour, Frenchs Forest: Pearson (5th…[continue]
"Consumer Decision Model There Are" (2011, March 27) Retrieved October 26, 2016, from http://www.paperdue.com/essay/consumer-decision-model-there-are-3355
"Consumer Decision Model There Are" 27 March 2011. Web.26 October. 2016. <http://www.paperdue.com/essay/consumer-decision-model-there-are-3355>
"Consumer Decision Model There Are", 27 March 2011, Accessed.26 October. 2016, http://www.paperdue.com/essay/consumer-decision-model-there-are-3355
Marketers should therefore be aware of the delicate balance between price and perceived value. The purchase decision and actual purchase also have interesting dynamics than can be used by marketers. Product availability may for example cause a discrepancy between the purchase and purchase decision. The post-purchase evaluation is also an important stage, as this relates to consumer satisfaction or dissatisfaction and may once again lead to positive or negative word
Alternative evaluation: At this instance, the customer evaluates the brands and products that are in their suggested set. Customers appraise substitutes in terms of the practical and psychological reimbursement that they present. The marketing association wants to recognize what benefits customers for what they are looking for and then which features are most significant in provisions of making a choice. The related inner psychological procedure that is linked with the
Consumer Behavior Models: Decision making model, Maslow's hierarchy of needs, Freudian Theory, Non- Freudian theory, trait theory, learning process models Do consumers mainly use logical or emotional thinking when making decisions? This is the essential problem with which all marketers must grapple. Some models of consumer behavior, such as the seven-step decision model, suggest that consumers make decisions very logically, carefully weighing the pros and cons. Others suggest that when consumers
consumer behavior models: decision making model, Maslow's hierarchy, Freudian Theory, Non- Freudian theory, Trait theory, learning process. Reflect individually on how your understanding and interpretation of the consumer decision-making process might influence your thinking when applying marketing principles in future business roles. According to Maslow's hierarchy of needs, all human beings are driven to fulfill certain needs and desires, but some needs are perceived as having priority over other needs. Until
Consumer Behavior Consumer Needs and Marketing Efforts Consumer Needs A need is defined as "a state of felt deprivation in a person" (Kotler, Chandler, Gibbs, & McColl 1999, p. 4). The most basic human needs are those for food, clothing, warmth, and safety. There are also needs that are more psychological, such as the need to feel loved, to feel successful, or to feel a sense of belonging. A more thorough explanation of
Salvation Army Transition to a Consumer-Based Model Transition to a consumer-based model: The Salvation Army The images of a Salvation Army officer ringing a bell for change at Christmastime or of a Salvation Army band playing in the background on a street corner are iconic. However, the modern Salvation Army is an international charity organization that has taken a form that likely could not have been dreamed of by its founder. In 1865,
Consumer Behavior Consider decision making Rational consumer behavior: What can organizations learn? The consumer decision-making process can be conceptualized as a rational, economic model or a subjective, psychological model. The first stage involves the recognition of a need, followed by a search for information, evaluation of alternatives, the purchase, and is concluded by the post-purchase evaluation (Buyer behavior, 2012, tutor2u). This process can be long and laborious or relatively short in duration, depending