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A consumer on receiving information from the environment attempts to make sense of the information by placing it in the context of a familiar category. Within these schemas, both product categories and brand categories are found. Product categories are mental representations of stored knowledge about groups of products. The successful launch of the iPad is a good example of a product category.
Category Levels
Category Levels
Consumers possess different levels of product categories. The number of levels and details within each level is impacted by familiarity and expertise with products.
Superordinate Categories - These categories are abstract in nature and represent the highest level of categorization. A superordinate category would be "beverages."
Subordinate Categories - These categories are more detailed. Here, the consumer examines the knowledge that he has stored about various options. For example, a consumer would proceed through superordinate and subordinate categories like "Colas," "Sports Drinks," and "Juices." This concept is illustrated in Exhibit 13.4.
Perceptual and Underlying Attributes
Perceptual and Underlying Attributes
Perceptual attributes are visually apparent and easily recognizable. Size, shape, color, and price are perceptual attributes. Underlying attributes are not readily apparent and can only be learned through experience with the product. An example of an underlying attribute is product quality.
A signal is a characteristic allowing a consumer to diagnose something distinctive about an alternative. Signals often infer information about product quality. This is particularly apparent in the following situations:
When the consumer is trying to reduce risk
When purchase involvement is low
When the consumer lacks product expertise
Criteria Selection
Criteria Selection
A number of factors influence the type of criteria that consumers use when evaluating alternatives.
Situational Influences - Situations play a huge role in consumer behavior. For example, when buying perfume for a loved one, brand name can be very important.
Product Knowledge - As a consumer's level of knowledge increases, he or she is able to focus on criteria that are most important in making a selection and to discount irrelevant information.
Expert Opinions - Brand experts have well-developed knowledge banks for products and services; a consumer can be guided by them when evaluating products. For example, a computer science professor would be able to guide students in selecting the most important criteria to consider when buying a new computer.
Social Influences - Friends, family members, and reference groups also impact the type of criteria that are used for decision making.
Online Sources - Popular websites can explain what attributes consumers should consider.
Marketing Communications - Marketing communications also assist consumers in deciding what features to consider when buying a particular product.
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