1
Product Knowledge and Involvement
Product Knowledge and Involvement1
Hierarchy of Product Competition
• Generic Competition – Trade-offs between customer expenditure to different problems that require a solution
• Class Competition – Different approaches to providing customer solutions to a common problem
2
Hierarchy of Product Competition (cont)
• Form Competition – Products perceived as addressing a problem in a similar way by providing comparable benefits
• Brand Competition – Products from an identified supplier that offers a particular value-proposition, set of options, and distribution system.
3
Levels of Product Knowledge
Product Class Brand
Product Form Model/Feature
Autos •Sedan•Sports Car•Sports Sedan
•Ford Taurus•Mazda Miata•BMW
•Station wagon, Air & power steering
•Leather seats, Air & 5 speeds
•Model 325e, Air & Automatic Trans
•1-pound can•8-ounce jar
•Folgers•Maxwell House
•Ground• Instant
Coffee
4
Levels of Product Knowledge
Product Class Brand
Product Form Model/Feature
Beer • Imported•Light•Low alcohol
•Heineken•Coors Lite•Sharps
•Dark•Kegs•12-ounce cans
Pens •Ballpoint•Felt tip
•Bic•Pilot
•$0.79 model, regular tip
•$0.99 model, extra-fine tip
5
PRODUCT LIFE CYCLE STAGES OF THE DECISIONS PROCESS FOR INSTANT COFFEE
MIL
LIO
NS
OF
PO
UN
DS
| | | | | | | | | | |1948 1950 1952 1954 1956 1958 1960 1962 1964 1966 1968
180-
160-
140-
120-
100-
80-
60-
40-
20-
6
Introduction Growth Maturity Decline
Sales Low Fast Slow DeclineGrowth Growth
Product Life Cycle Characteristics
Profits
Cash Flow
CustomerDescription
Number of Competitors 7
Product Life Cycle Characteristics Introduction Growth Maturity Decline
Strategic Focus
Marketing Expenditures
Marketing Emphasis
DistributionIntensity
Price
Product8
Types of Product Knowledge1. Bundle of Attributes - Tangible (concrete) or
intangible (abstract) characteristics of the product
Nike running shoes
Arch support
Tread design
$89.95
Lacing pattern
9
Types of Product Knowledge
2. Bundle of Benefits - Consequences or outcomes when purchasing and using products & services (Functional, Psychosocial)
Nike running shoes
Long-wearing
Stabilize heel
Runfaster 10
Types of Perceived Risk
Benefit risks:
1. Functional
2. Physical
3. Financial
4. Social
5. Psychological
11
Types of Product Knowledge
3. Value Satisfaction - Cognitive representations of important broad life goals that consumers are trying to achieve
Be physically
fit
Have good health
Live a long life
Nike running shoes
12
A means-end chain is a knowledge structure that connects consumers’ meanings about product attributes,
consequences, and values.
The means-end chain provides a more complete understanding of consumers’
product knowledge.
The Means-End Chain
13
Attributes
Functional Consequences
Means-End Chains of Product Knowledge
Psychosocial Consequences
Values Lev
el o
f A
bst
ract
ion Less
More
14
Means-End Chain Example:Gillette Sensor Razor
ATTRIBUTESCONSEQUENCES
FUNCTIONAL PSYCHOSOCIAL VALUES
Spring suspension
for twin blades
Lubricating strip
Close shaveBe well
groomed
Smooth, soft shave
Be comfortable
Beattractive
Relaxed Not
stressed
15
Consumers’ Product Involvement
The perceived importance or personal relevance of an object,
event, or activity
Involvement with a product or brand has both cognitive and
affective aspects
16
Components of Involvement
1. Importance and risk (the perceived importance of the product and the consequences of a bad purchase)
2. Probability of making a bad purchase
3. Pleasure value of the product category
4. Sign value of self identify
1, 2, 3, 14
4, 5, 6, 7
8, 9, 10
11, 12, 13, 15, 16
17
Involvement Profiles of French Consumers(100 = average)
Negative Pleasure Sign
Consequences Mispurchase Value Value
Detergents 79 82 5663
Dresses 121 112 147181TV Sets 112 100 12295
Vacuum Cleaners 110 112 7078
Champagne 109 120 125125
Yogurt 86 83 10678
Facial Soap 82 90 114118
18
Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics
• Time commitment
• Price
• Symbolic meanings
• Potential for poor performance
• Purchase situation
• Time pressure
• Social environment
• Physical environment
• Self-concept -- basic values, goals, needs
• Personality traits
• Expertise
19
Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics
Intrinsic Self
Relevance
Situational Self
Relevance
Interpretation & Integration
ProcessesInvolvement
20
Factors that Influence InvolvementLower Involvement Higher Involvement
(Toothpaste) (Automobile)
Symbolic meanings Few Many
regarding self:
Social visibility of product
Price:
Potential harm toself and others
Potential for poor performance:
Time commitment to the purchase:
21
Top Related