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15 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Understand consumer behaviour requires what? |
-Purchase & use behaviour -Demograpic & household structure -needs,emotions,values & personalitys -group infkuences -information processing & decision making |
Understanding leads to a marketing strategy that will satisfy target consumer needs |
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Consumer decision process (5) |
Problem recongnition Information search Evaluation & selection store choice and purchase Postpurchasd processes |
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Five dimensions of situational influence |
1)physical surrounds e.g. Store location, decor,music,smell,Climate 2)social surrounds e.g. Types of customers in store,ques, celebs? 3)temporal influences e.g. Product is seasonal, opening hours, urgency need of product 4)task influence e.g. Is it status purchase or utilitarian, gift or personal, durable product? 5)antecedent states e.g. Moods(sad buy **** food etc, rejected buying CPU games) Momentary conditions (problems with consuming product) left money at home |
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Disjunctive |
Brands that meet a minimum level on any evaluation criterion that is important to the consumer Minimum for consumer eg 5 |
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Conjunctive |
Brands that meet a minimum level on each evaluation criterion Eg3 |
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Disjunctive |
Brands that meet a minimum level on any evaluation criterion that is important to the consumer Minimum for consumer eg 5 |
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Conjunctive |
Brands that meet a minimum level on each evaluation criterion Eg3 |
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Five Dimensions of Service Quality |
Reliability Assurance Tangibles Empathy Responsiveness |
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Reliability |
Providing service as promised Dependability in handling customer service problems Performing services right the first time |
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Empathy |
Giving customers individual attention Employees deal with customers in a caring fashion |
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Responsiveness |
Keeping customers informed as to when services will be performed Prompt service to customers Willingness to help customers |
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Tangibles |
Modern equipment Visually appealing facilities Employees who have a neat, professional appearance |
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Assurance |
Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Knowledgeable employees |
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"A Moment of Truth" |
any episode in which the customer comes into contact with any personal or non personal aspect of the organisation at on of its touch points and gets an impression of its performance |
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Evidence of Service from the Customer's Point of View (3ps) |
People- contact employees, customer him/herself, other customers Physical Evidence - Tangible communication, Serviceescape, Guarantees, Website Process - Operational flow of activities, Steps in process, Flexibility versus standard |
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