evaluation process Essay

Submitted By yogabbagabbagabba
Words: 1930
Pages: 8
Open Document
Consumers As Problem Solvers

Traditionally, consumer researchers have approached decision making process from a rational perspective. This dominant school of thought views consumers as being cognitive (i.e., problem-solving) and, to some but a lesser degree, emotional.1 Such a view is reflected in the stage model of a typical buying process (often called the consumer information processing model) depicted in Figure 1.

Figure 1 The Consumer Information Processing Model Source: Adopted from Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996)
In this model, the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision implementation, and post-purchase evaluation.

Problem Recognition
In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. For example, Doug may realize that his best suit doesn’t look contemporary any more. Or, Kathleen may recognize that her personal computer is not performing as well as she thought it should. These are the kinds of problem that we as consumers encounter all the time. When we found out a difference between the actual state and a desired state, a problem is recognized. When we find a problem, we usually try to solve the problem. We, in other words, recognize the need to solve the problem. But how?

Information Search
When a consumer discovers a problem, he/she is likely to search for more information. Kathleen may simply pay more attention to product information of a personal computer. She becomes more attentive to computer ads, computers purchased by her friends, and peer conversations about computers. Or, she may more actively seek information by visiting stores, talking to friends, or reading computer magazines, among others. Through gathering information, the consumer learns more about some brands that compete in the market and their features and characteristics. Theoretically, there is a total set of brands available to Kathleen, but she will become aware of only a subset of the brands (awareness set) in the market. Some of these brands may satisfy her initial buying criteria, such as price and processing speed (consideration set). As Kathleen proceeds to more information search, only a few will remain as strong candidates (choice set).

Evaluation and Selection of Alternatives
How does the consumer process competitive brand information and evaluate the value of the brands? Unfortunately there is no single, simple evaluation process applied by all consumers or by one consumer in all buying situations.

One dominant view, however, is to see the evaluation process as being cognitively driven and rational. Under this view, a consumer is trying to solve the problem and ultimately satisfying his/her need. In other words, he/she will look for problem-solving benefits from the product. The consumer, then, looks for products with a certain set of attributes that deliver the benefits. Thus, the consumer sees each product as a bundle of attributes with different levels of ability of delivering the problem solving benefits to satisfy his/her need. The distinctions among the need, benefits, and attributes are very important. One useful way to organize the relationships among the three is a hierarchical one (Figure 2). Although simplified, Figure 2 is an example of how a bundle of attributes (i.e., a product or, more specifically, personal computer) relates to the benefits and underlying needs of Kathleen.

Figure 2 Hierarchical View of Needs, Benefits, and Attributes

From this figure and the preceding discussion, you might recognize that the product attributes are relevant and important only to the extent that they lead to a certain set of benefits. Likewise, benefits are meaningful only if they can address the problem and be instrumental to satisfy the underlying need. As the underlying need is
Show More

Related Documents: evaluation process Essay

Evaluation of the Recruitment Process Essay

..............................................2 On which recruitment sources should the hospital focus its recruiting strategies and why?! .................................................................2 What stage or stages in the recruitment process seem to be most amenable to improvements? What specific improvements would you suggest to decrease the yield ratios? Why?!.........................................4 Appendix:!........................................................................…

Words 2126 - Pages 9

Essay on Post-Purchase Evaluation Process

Post-Purchase Evaluation Process Kenneth Gill Man105 9/06/2014 Holly Fair Post-Purchase Evaluation Process There are five steps to a consumer’s decision making process. The last of them, or step number five, is Post-Purchase Behavior. For many companies, their continued success depends on retaining a customer after the completion of a sale or, “Value Acquisition”. For those companies, post-purchase evaluation is considered to be a crucial step in a consumer’s decision making process. The post-purchase…

Words 435 - Pages 2

The Job Evaluation Process Essay example

Answers to Review Questions 1. How does job evaluation translate internal alignment policies (loosely coupled versus tight fitting) into practice? What does (a) organization strategy and objectives, (b) flow of work, (c) fairness, and (d) motivating people’s behaviors toward organization objectives have to do with job evaluation? Organization strategy and objectives – Job evaluation aligns with the organization’s strategy by including what it is about work that adds value and contributes to…

Words 2176 - Pages 9

Proposing a Project Portfolio Evaluation & Selection Process Essay

Proposing a Project Portfolio Evaluation and Selection Process Executive Summary Taking into account the poor performance of our current projects due to a weak portfolio management process in place, the Operations SBU has come to the determination that if we are to move forward in accommodating new projects along with our existing ones, the current system must be reviewed and redesigned for better decision-making. This proposal defines a framework for project portfolio evaluation and a project selection…

Words 2440 - Pages 10

Process And Outcome Evaluation Plan For The PEACE Domestic Violence Agency

mission and produces outcomes that help support that same mission. Process and outcome evaluations in a human service setting help the organization to better understand the outcomes of their programs and the processes in which the outcomes came. (Yuen, Terao, 2003) This paper will walk you through an explanation and outline of a process and outcome evaluation plan for the PEACE Domestic Violence Agency. This process and outcome evaluation plan would be helpful in the organizations…

Words 1214 - Pages 5

Evaluating the Consultation Essay

will present a process evaluation measure and an outcome evaluation measure to the board of directors. The director will give an analysis of its effectiveness, along with the scope, purpose, and influence of the evaluation. In addition, the evaluation will help with recognizing the issues and challenges that may arise. The usefulness of the evaluation will give an explicit explanation for Greenby’s consultation and education department and its effect on the center. Process Evaluation Measure An evaluation…

Words 1415 - Pages 6

Essay on Objective 317.1.6-03-06 and 317.1.6-08-10

6-03-06 and 317.1.6-08-10 Objective 317.1.6-03-06 and 317.1.6-08-10 The manufacturing plant currently does not have a sound system of performance evaluation. The current system addresses the friendliness of the employee, the orderliness of the employee’s workspace, and the attitude of the employee towards others. The current performance evaluation does not address the needs of the employee by properly preparing the employee for the goals of the company. The employee has not been given or been informed…

Words 1089 - Pages 5

Sunnyside Teacher Evaluation System Essay

Sunnyside Teacher Evaluation System BEST Standards in Teaching Rubric Sunnyside Teacher Evaluation System Objectives:  Introduce SUSD Teacher Evaluation System History and Development.  Review Key Components and Rating Percentiles.  Educate certified staff on State Initiated Policy Mandates.  Outline the Evaluation systems process, timelines and forms that will be used in the 2013/14 Implementation. 2 Sunnyside Teacher Evaluation System Committee Members 2011/2012            …

Words 996 - Pages 4

Case Study Tiny K Referral

I would think that because the parent has the option to request an evaluation, that it should be required to be preformed. Post-Referral Component 1- Screening 1. Describe the screening procedures. For infants and toddlers that have been referred to a tiny-k program must be evaluated right away. After the evaluation, the Tiny K program has the option to screen further to determine if there is a delay. When being screened, the screening does…

Words 1254 - Pages 6

Business and Technology Alignment Proposal Essay

course evaluation processes throughout a higher academic institute. The cornerstone of every action we take is the promise we make, and the promise that we make to you today is our commitment to be morally bound to your project’s success; we also commit to working with you beyond your short term goals and expectations as a long term partner that seeks a win-win relationship which benefits all. We look forward to the opportunity of becoming your partner in moving your course evaluation process…

Words 3189 - Pages 13