Consumer behaviour GHANSHYAM SINGH What kind of decision process can you expect in the following cases and why ? (a) Purchase of a greeting card for a close friend. (b) Purchase of an after shave lotion/moisturizer. Ans. Before giving answer to both questions first of all we must know what product involvement and purchase involvement). because meaning of both term determine direction of decision . Purchase involvement – As the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase.
Thus, purchase involvement is temporary state of individual or household. It influenced by loat many factors Product involvement – involvement of consumer towards particular brand (a) LIMITED DECISION MAKING PROCESS- In process of purchasing a greeting card for close friend involve “limited decision making purchase process”. Limited decision making process involve few alternative and simple decision rules and a little post purchase evalution Why- limited decision making process occurs in some emotional and situational needs.
Purchasing a greeting card for friend also influenced by our emotion and situation . Situational factor affect in this manner like for what type of occasion we are presenting greeting card to our friend. it may be occasion of birthday, achievement and some other occasion Emotion – our friend ship is product of our emotional bonding with some one and emotional attachment always form limited decision making . purchasing of product you always anticipate what would be impression of my card.
In limited decision making Use and post purchase of given vary less importance because product ( greeting card )would be use by some another person who still have not form his expectation abut particular brand. (b) Purchase of an after shave lotion/moisturizer- Nominal decision making Purchase shave lotion involve nominal decision making because nominal decision making referred also as a habitual decision making which occur at number of time such as purchasing of lotion also happen number of time .. n nominal decision process problem is recognized ,internal search provide one solution what type of LOTION you are using previously ,what is your preferred brand and evaluation occurs only when if previous LOTION brand fails to perform . Nominal decision making occur when low purchase and involvement . in case of purchasing of LOTION there is very less purchase involvement because person are more conscious about brand of LOTION. 2. How would knowledge of perception & learning help you in designing your marketing program for the following products and services? Justify your answer with reasons. a.
Disposable Diapers Designing market programme for Disposable diapers we need to develop and evaluate for Ps of marketing to position product in mind of our prospective customer We have to develop retail strategy, brand strategy ,advertisement and design labelling . for developing our all strategy a marketer need to understand fact of perception and learning How learning and perception help1. In disposable diaper our targeted group is child less than 3year but we will approach our target group through parent of children so perceiveness of parent towards product would determine success and strategy for diapers. . For example in case of retail strategy self position and shelf space would determine allocation of diaper in store . 3. Diaper is less less involvement so it would placed in less expensive mode of media strategy because people perceive diaper is low value product 4. Advertisement must perform two critical factor capture attention and convey meaning . for effective advertising of diaper first of we need to determine what would be proper stimulus to infuse right meaning of use of diaper . their learning would also effect it