Question

Answer these few questions on marketing a Jeep SUV.

1. Of the three levels of the Consumer problem solving, to which one(s) does Jeep appeal?

2. Referring to the psychological factors that impact consumer behavior, which three variables Jeep is trying to influence? (1 point)

3. How should Jeep alter their approach to fit the consumer behavior of the Millennials? (1 point)

4. Describe the five-stage purchase decision process for a Jeep customer.

Answer 1

ANSWER.1.

Three levels of the Consumer problem solving :-

1. Routinized response behavior :-  Consumers rely on routinized response behavior when buying frequently purchased low-cost items requiring little search and decision effort.

2. Limited problem solving :- Limited problem solving is used for products purchased occasionally or when buyers need to acquire information about an unfamiliar brand in a familiar product category.

3.Extended problem solving :- Consumers engage in extended problem solving when purchasing an unfamiliar, expensive, or infrequently bought product.

Extended problem solving Jeep appeal because Consumers engage in extended problem solving when purchasing an unfamiliar, expensive, or infrequently bought product.

ANSWER.2.

The psychological factors that impact consumer behavior :-

1. Motivation.
2. Perception.
3. Learning.
4. Attitude or belief system.

Motivation :- Motivation speaks to the internal needs of the consumer. Understanding how to motivate your customer is a powerful tool. The way your target customer perceives the world.

  Learning :- learns about your product, whether online or in person, can also influence behaviour.

Attitude or belief system :- belief systems have the ability to influence all of the above.

For Example -

some people learn best visually. Professional pictures and images of your product or service can communicate a thousand words regardless of belief system. This explains why pictures and images are so important for marketing.

Consumers make purchase decisions every day. When they make a decision about your product, they’re thinking about solving a need. That need may be driven by a variety of factors. Each of the factors listed above can be tied back to ways a small business can leverage its storefront or website to increase the probability of a sale. Keep these factors in mind when designing your marking materials.

ANSWER.3.

Three variables Jeep is trying to influence :-

1. Cultural.
2. Social.
3. Personal.

Jeep alter their approach to fit the consumer behavior of the Millennials :-

Value :- Quality is important to the Millennial, but the price must still be fair. The catch, of course, is defining “fair.” Something that is expensive to one person may be cheap to another, and it may have no correlation to income. This reflects the value an individual puts on the item and how it fits into his or her lifestyle.

Relevancy :-

Making it “their own” is another trait of Millennial consumers. The information Millennials pull from to make choices is vast; they are constantly exposed to and influenced by diverse experiences.The global connections created by the Web have developed a larger market of choices, and new products and services are being invented so rapidly that part of the fun for this generation is discovering them.

Authenticity :-

The last insight, critical to marketing to this generation, is accepting that it has more choices than any other. The volume of media thrown into today’s market creates a tremendous amount of noise for this generation to contend with noise that is easily dismissed as differentiation becomes more difficult.

As William Irwin Thompson sees it, “In this world of information overload, the benumbed citizen no longer reads or thinks; he watches and feels.”

ANSWER.5.

Five-stage purchase decision process for a Jeep customer :-

1. Problem Recognition.
2. Information Search.
3. Evaluation of Alternatives.
4. Purchase Decision.
5. Post-Purchase Evaluation.

1. Problem Recognition :-  Problem Recognition is the first stage of the buyer decision process.

At this stage, the consumer recognizes a need or problem. The buyer feels a difference between his or her actual state and some desired state.

This could be a simple as “I’m hungry, I need food.”

2. Information Search :- Once the need is recognized, the consumer is aroused to seek more information and moves into the information search stage.

The second stage of the purchasing process is searching for information.

After the recognition of needs, the consumers try to find goods for satisfying such needs. They search for information about the goods they want.

Consumers can get information about goods from different sources.

• Personal sources: This includes family, friends, neighbors, acquaintance, etc.
• Commercial source: This includes advertising, salespeople, dealers, packaging, display, etc.
• Public sources: This includes mass media, consumer rating organizations, etc. they also become confidential to provide information.
• Experimental sources: This includes handling, examining, using, etc. Such information becomes decisive and confidential.

3. Evaluation of Alternatives :- With the information in hand, the consumer proceeds to alternative evaluation, during which the information is used to evaluate” brands in the choice set.

Evaluation of alternatives is the third stage of the buying process. Various points of information collected from different sources are used in evaluating different alternatives and their attractiveness.

While evaluating goods and services, different consumers use different bases.

Generally, the consumers evaluate the alternatives on the basis of attributes of the product, the degree of importance, belief in the brand, satisfaction, etc. to choose correctly.

4. Purchase Decision :- After the alternatives have been evaluated, consumers take the decision to purchase products and services. They decide to buy the best brand.

But their decision is influenced by others’ attitudes and situational factors.

5. Post-Purchase Evaluation :- In the final stage of the buyer decision process, postpurchase behavior, the consumer takes action based on satisfaction or dissatisfaction.

In this stage, the consumer determines if they are satisfied or dissatisfied with the purchasing outcome. Here is where cognitive dissonance occurs, “Did I make the right decision.”

Consumers go through the 5 stages of the buyer decision process in taking the decision to purchase any goods or services.