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Consumer Knowledge: Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Consumer Knowledge: Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Consumer Knowledge
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior , Ninth
Edition
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Sources of Consumer
Knowledge
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Sources of Consumer
Knowledge
People--from family to salesperson
Nonpersonal sources: media, the
Internet, publications
Experience from buying and
consuming a product
Direct experience increases confidence in knowledge and makes it
more likely to be used in decision
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Lack of Knowledge
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Lack of Knowledge
Knowledge gaps: an absence of
information in memory
Firms need to identify knowledge
gaps which may prevent consumers
from making purchases
Knowledge gaps may exist for new
and current products
Public policy may focus on gaps
which undermine consumer welfare
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Tums
educates
consumers
about the
need for
calcium and
the high
calcium
content of
this product.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Undesirable Knowledge
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Undesirable Knowledge
Consumers may possess knowledge
that is undesirable from the firms
perspective
Misperception: things that people
believe to be true when they are not
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Undesirable Knowledge
Consumers may possess knowledge
that is undesirable from the firms
perspective
Misperception: things that people
believe to be true when they are not
Firms must combat misperceptions
which make a brand unattractive
Often leads to modification of image
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Gauging Positioning Success
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Gauging Positioning Success
Has the brand achieved its desired
positioning in the marketplace?
Examine products image among
target consumers
How well has the product created the
desired mindset among consumers?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Discovering New Uses
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Discovering New Uses
Consumers often use knowledge
about a product to invent new
uses
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Mr. Clean
introduced a
new form of
antibacterial
wipes based
on how
consumers
used the
liquid
version of
the cleaning
product.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Discovering New Uses
Consumers often use knowledge
about a product to invent new
uses
Understanding how consumers use
products, marketers may discover
new uses that can be promoted as a
means of broadening product appeal
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Gauging Severity of Competitive
Threats
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Gauging Severity of Competitive
Threats
How much do consumers know
about competitive products?
Understanding how consumers
compare competitive brands can
guide marketing activities with
respect to those competitive brands
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Enhancing the Effectiveness of
Customer Recruitment Activities
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Understanding Consumer
Knowledge
Enhancing the Effectiveness of
Customer Recruitment Activities
Identifying what needs to be changed
in brand position and attributes
How might these changes best be
accomplished? Advertising, personal
sales, or public relations?
Should sales messages focus on
technical information or easy to
understand product attributes?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
Requests for permission to make copies of any part of the work should be
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Permissions Department, Harcourt, Inc.
6277 Sea Harbor Drive
Orlando, Florida 32887-6777
Copyright 2001 by Harcourt, Inc. All rights reserved.