Tutorial 11 Ans R
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Powered by AIIn consumer behavior, "problem recognition" occurs when there is a perceived difference between the current state and a desired state. For Mrs. Wong, the trigger was the need for a durable and quality TV, while for Andy, it was the desire to find a health-beneficial birthday gift for his father, initiated by an ad about the massage chair’s benefits .
Mrs. Wong exhibited a high level of consumer involvement, categorized as extended problem solving. This is because she engaged deeply in collecting information from various sources and sought advice before making her TV purchase, indicating a significant perceived risk and a careful decision-making process .
Information sources influence the consumer decision making process by providing essential details for evaluation and comparison. Andy used three types of information sources: personal sources, by consulting his wife and church member; mass media advertising, by reading health magazine ads; and salespeople, by planning to discuss popular models with them .
Mrs. Wong experienced cognitive dissonance, a form of post-purchase anxiety. Contributing factors include her investment in the perceived quality and price research, her expectation of durability, initial pride in her decision, the malfunctioning of her TV, and discovering that her neighbors obtained a better deal .
The five stages of the consumer purchase decision process are problem recognition, information search, alternative evaluation, purchase, and post-purchase behavior. For Mrs. Wong: 1) Problem recognition occurred when she decided to buy a new TV; 2) Information search happened as she collected data from ads and friends; 3) Alternative evaluation was her comparing different TV brands and models; 4) Purchase was made when she bought a 32” SQNY LCD TV; 5) Post-purchase behavior was her dissatisfaction when she learned about better deals and experienced the product malfunctioning .
Cognitive dissonance refers to the mental discomfort experienced after making a purchase due to conflicting beliefs or information. Marketers can address this by offering reassurance and follow-up support, such as warranties, clear return policies, and customer service outreach, as these measures reinforce consumer confidence and satisfaction post-purchase .
Reference groups that influence Andy's purchase include primary membership groups, like his wife, who shops with him, and secondary membership groups, such as his church member who accompanies them. The primary membership group is likely to have the most significant impact as Andy interacts regularly and informally with his wife, affecting his decision-making the most .
Post-purchase behavior significantly impacts consumer satisfaction and brand perception. Mrs. Wong's dissatisfaction due to product malfunctioning and better deals discovered through her neighbors led to negative brand perception and regret, illustrating how post-purchase experiences can affect overall brand loyalty and customer retention .
Aspirational reference groups, which individuals aspire to join, may motivate Andy to purchase a high-status item to align with his desired group. Nonaspirational reference groups, which individuals seek to avoid, may influence him to avoid purchasing items perceived as unsuitable by such groups. In Andy's case, the desire to be seen as considerate and health-conscious for his father's wellbeing could align with an aspirational group, while avoiding products that don't match his budgetary expectations might reflect his avoidance of a nonaspirational group .
The two evaluative criteria in the evaluation of alternatives are objective attributes and subjective attributes. In Andy's case, objective attributes are represented by the price limit of $50,000, and subjective attributes are reflected in the aesthetic appeal of a beautiful massage chair .