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Chapter 4: Consumers’ Product Knowledge & Involvement.

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Presentation on theme: "Chapter 4: Consumers’ Product Knowledge & Involvement."— Presentation transcript:

1 Chapter 4: Consumers’ Product Knowledge & Involvement

2 Agenda Levels of product knowledge Types of product knowledge Concrete, abstract attributes Functional/psychosocial consequences & benefits/risk Instrumental/terminal values Means-ends chains Involvement Intrinsic/situational involvement

3 Levels of Product Knowledge Product Class Brand Product Form Model/Feature Consumers’ knowledge about products exists at various levels as if they were in a hierarchy Abstract Concrete

4 Levels of Product Knowledge Product Class Brand Product Form Model/Feature Coffee Ground Instant Folgers Maxwell House 1-pound can 8-ounce jar

5 Levels of Product Knowledge Product Class Brand Product Form Model/Feature Coffee Ground Instant Folgers Maxwell House 1-pound can 8-ounce jar Pens Ballpoint Felt tip Bic Pilot $0.79 model, regular tip $0.99 model, extra-fine tip

6 Types of Product Knowledge Bundle of Attributes Consequences Values

7 Types of Product Knowledge Bundle of Attributes Nike running shoes Style Comfort $ Air Lock Concrete Abstract Concrete

8 Types of Product Knowledge Bundle of Benefits Nike running shoes “I will look cool” “run longer” Benefits: Anticipated positive consequences Risks: Potential negative consequences; functional, financial, psychosocial, physical risks. Psychosocial Functional

9 Types of Product Knowledge Values: Broad goals in life Be physically fit Have good health Live a long life Nike running shoes

10 Instrumental Values Preferred modes of conduct or ways of behaving Types of Values Terminal Values Preferred states of being or broad psychological states

11 Instrumental Values &Terminal Values Instrumental Values Ex. Competence ambitious (hard-working) independent (self-reliant) imaginative (creative) capable (competent) courageous Terminal Values Ex. Personal gratification social recognition comfortable life pleasure (enjoyable life) Sense of accomplishment

12 Types of Product Knowledge Bundle of Attributes Consequences Values Product Self

13 A means-end chain is a knowledge structure that connects consumers’ meanings about product attributes, consequences, and values. The means-end chain provides a more complete understanding of consumers’ product knowledge. The Means-End Chain

14 Attributes Means-End Chains of Product Knowledge

15 Attributes Consequences Means-End Chains of Product Knowledge

16 Attributes Consequences Values Means-End Chains of Product Knowledge

17 Terminal Values Means-End Chain Model of Consumer’s Product Knowledge Instrumental Values Psychosocial Consequences Functional Consequences Abstract Attributes Concrete Attributes

18 Means-End Chain Example: Gillette Sensor Razor BRANDATTRIBUTESCONSEQUENCESVALUES Sensor Razor Spring suspension for twin blades Lubricating strip Close shave Smooth, soft shave Be well groomed Be comfortable Laddering is the technique used for uncovering means-ends chains; it involves asking Why brand? What attribute? Why attribute? Why consequence? What value? Etc.

19 Some product attributes can have more than one means-end chain Means-End Chain High Price Spend too much Good quality Have less to spend on other things Last a long time Waste of money Good value Be well groomed Be comfortable

20 Consumers’ Product Involvement INVOLVEMENT The perceived importance or personal relevance of an object ore event.

21 Personal sources of involvement Means-end knowledge stored in consumers’ memories. Factors Influencing Involvement

22 Situational sources of involvement Aspects of the immediate physical and social environment that activate important consequences and values and link them to product attributes, thus making products and brands seem self- relevant. Factors Influencing Involvement

23 Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics

24 Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics Personal sources Situational sources

25 Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics Personal sources Situational sources Involvement

26 Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics Personal sources Situational sources Involvement Decision making


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