Consumer Behavior 3
Chapter 13 Decision Making II: Alternative Evaluation and Choice Part 1
Review: The Decision Making Process
Evaluative Criteria
The attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem
Features:
Characteristics that describe what the product does
Benefits
Describe what the features do for the consumer. What’s in it for me?
Examples of Features and Benefits
Product Example – Keurig coffee maker
Some Features:
Automatic
Choice of 3 cup sizes (6 oz., 8 oz. and 10 oz.)
Removable 48 oz. water reservoir
Quiet Brew Technology®
Energy Savings Mode – Auto Off
Comes in four colors
Price $99.99
Keurig® K45 Elite Brewing System
Benefits of selected features
Selected Features
Automatic
Choice of 3 cup sizes (6 oz., 8 oz. and 10 oz.)
Removable 48 oz. water reservoir
Quiet Brew Technology®
Energy Savings Mode – Auto Off
Comes in four colors
Benefits of each feature
Easy to use
Variety to fit your mood/thirst
Reduces mess, easy to clean up
Won’t make a lot of noise
Won’t have to worry about it catching on fire
Can match your other appliance
Exercise
Think of a product you own
What is one feature of that product?
What benefit do you get from that product’s feature?
Determinant Criteria
The evaluative criteria that are related to the actual choice that is made
In other words, these are the reasons you picked one brand over the other.
Determinant Criteria – What is most important?
Exercise
Using the same product you described earlier:
What were the two most important determinant criteria that influenced your decision to purchase that product over another similar one?
Types of Evaluation Processes
Affect-based evaluation
Evaluate products based on the overall feeling that is evoked by the alternative.
Attribute-based evaluation
Evaluate alternatives across a set of attributes that are considered relevant to the purchase situation.
With this type of evaluation you
look at the whole picture when
making comparisons
With this type of evaluation
You focus on how different
choices fare on certain
key attributes.
Ex: You look at whether
or not each car has a
GPS system in it.
Ex: You think you like the Ford better than the Toyota
For discussion next class
Read Case 4-3
Answer the following questions:
2
3
Name ten evaluative criteria that Maya is using to make her decision. Which three criteria do you think are most important for her and why?