The Conjunctive Decision Rule
When using the conjunctive decision rule, consumers will seek a combination of select product attributes which all must meet a minimum score (or a certain standard of performance in the consumer’s assessment).
Non-Compensatory Decision Rules
Non-compensatory decision rules are used by consumers when evaluating products. Find out about conjunctive, disjunctive and other rules.
Compensatory Decision Rules
Find out how compensatory decision models work. In short, they look at the overall product offering considering all product attributes.
What is a subculture?
One of the key external factors and influences in the study consumer behavior and marketing is culture and subcultures. As indicated by the word, a subculture is a subset of the overall culture. Let’s firstly check out the definitions of culture and subculture and how they are interrelated. What is culture in marketing? Here are …
Understanding Opinion Leaders
Defining Opinion Leaders Opinion leaders are those people who are able to influence the purchase decisions of consumers. These consumers will view the opinion leader as having a strong degree of knowledge in regards to the product category or a good understanding of the social acceptability of a specific purchase. Generally, opinion leaders have more …
How to build profits through customers
Customers = a business A fundamental truth is that a business only exists when it has customers, and for most businesses, the majority of their profits come from ongoing transactions with customers. Therefore, the goal of the marketer is to understand the key opportunities to maximize profitability for the firm (or the brand) over time, …
Free Customer Journey Map Excel Template
About the Customer Journey Map Template This free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates. Download the free template here… customer-journey-map-Excel-template …
Key Parts of the Customer Journey
Customers come to you from all different places and entry points. If you have a brick-and-mortar store, they might walk in the door on their own—or they might have been referred to your business by a friend. If they placed an order via e-commerce, perhaps they saw you mentioned in a blog post, or …
Multi-Attribute Attitude Model: Excel Template
Measuring Consumer Attitudes A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and word-of-mouth actions. Positive attitudes will lead to positive behavior. But attitudes are quite complex and …
Multi-Attribute Attitude Model: Excel Template Find Out More…
Available versus unavailable consumers
Firms will often have the goal of increasing market share. Increased market share is primarily delivered through winning a greater proportion of the market’s business. In particular, one or more of the following situations must occur for a firm/brand to increase its market share: A greater proportion of consumers decide to purchase the brand The …
