Gillette Knows Shaving

MEN Lather up faces Shave off .015 of an inch their 10,000 whiskers grew in the previous 24 hours

World Shaving Headquarters

Evaluates: Closeness of shave Sharpness of blade Smoothness of glide Ease of handling
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WOMEN Shower room Shave Legs Underarms Bikini area

It was a hit with men! Less successful with women: -handles slipped in the shower or bath -Difficult to maneuver over curved surfaces of womens legs

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Sensor for Women Broad, ridged handle Nonslip fit in the palm of a womans hand Lubricating strip with aloe Pivoting twin-blade cartridge

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This description of Gillettes shaving business illustrates the importance of product attributes in marketing strategy and the need for marketers to understand what consumers think about product attributes and related concepts.

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Chapter 4 Consumers Product Knowledge and Involvement

McGraw-Hill/Irwin

Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

Levels of Product Knowledge cont.

1. 2. 3. 4. Product class Product form Brand Model/features

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Levels of Product Knowledge cont.

More abstract
Product Class Coffee Product Form Ground Brand Folgers

Less abstract
Model / Features 1-pound can

Whole bean Pens Ballpoint

Starbucks Bic

12oz. Bag, decaf P30.00, red ink

Roller Ball

Pilot

P40.00 extra fine tip

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More abstract
Product Class Multi media player Personal CD/MP3 Dockers Product Form Brand Apple iPod

Less abstract
Model / Features

Jeans

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Types of Product Knowledge

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Types of Product Knowledge

1. Bundle of attributes Concrete attributes Abstract attributes

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Types of Product Knowledge

2. Bundle of benefits a. Functional consequences b. Psychosocial consequences Psychological consequences Social consequence c. Benefit segmentation

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Types of Product Knowledge

d. Perceived risks Determined by 1. Degree of unpleasantness 2. Likelihood of occurrence Types 1. Physical 2. Financial 3. Functional 4. Psychosocial
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Types of Product Knowledge

3. Value Satisfaction a. Values Instrumental Terminal Core Self-schema Strong affective responses

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Types of Product Knowledge

Three types of product knowledge: 1. Bundle of attributes 2. Bundle of benefits 3. Value Satisfaction Example: Nike Running Shoes Arch support Tread design Long-wearing Run faster Be physically fit Live longer

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MEANS-END CHAIN
(Product Knowledge)
a knowledge structure that connects consumers meanings about product attributes, consequences, and values.
provides a more complete understanding of consumers product knowledge.

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Means-End Chains of Product Knowledge

Values Psychosocial consequences Functional consequences Attributes
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Links consumers knowledge about product attributes with their knowledge about consequences and values Means to an endWhat does this attribute do for me?

Means-End Chains of Product Knowledge

Example: business suit Values Psychosocial consequences Functional consequences Attributes Self esteem, respected by others Feel well groomed and professional Present conservative, professional appearance Nice fabric, good fit
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Identifying consumers means-end chains 1. One-on-one personal interviews a. Two basic steps involved 1. Identify important attributes 2. Laddering

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Involvement
Consumers perceptions of importance or personal relevance for an object, event, or activity A motivational state Felt involvement

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Involvement cont.
Focus of involvement Products and brands Physical objects People Activities or behaviors

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Basic Model of Consumer Product Involvement

Consumer characteristics Product characteristics Situational context

Intrinsic self-relevance

Situational self-relevance

Involvement Interpretation & integration

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INVOLVEMENT AND PROBLEM-SOLVING

HIGH INVOLVEMENT

LOW INVOLVEMENT

LOW EXPERIENCE

EXTENDED PROBLEM SOLVING

LIMITED PROBLEM SOLVING

HIGH EXPERIENCE

BRAND LOYALTY

HABIT OR VARIETY SEEKING

Marketing Implications
Understanding the key reasons for purchases Understanding the consumer-product relationship

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Marketing Implications cont.

Four market segments with different levels of intrinsic self-relevance for a product category and brand Brand loyalists Routine brand buyers Information seekers Brand switchers

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Marketing Implications cont.

Influencing intrinsic self-relevance Influencing situational self-relevance

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Summary
Consumers dont buy products to get attributes Consumers think about products in terms of their desirable and undesirable consequences, benefits, and perceived risks Consumers form knowledge structures called means-end chains Consumers feelings of involvement are determined by intrinsic self-relevance the means-end knowledge stored in memory Situational factors in the environment influence the content of activated means-end chains and thereby affect the consumer involvement.
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Seatwork
1. Provide answers after each number

More abstract
Product Class Carbonated Drink Product Form Cola Brand 1. 2. 3. San Miguel Heineken Beer na Beer

Less abstract
Model / Features 1. 2. 3. Dark Keg Light 12-ozcan

1.

1.

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2. Create a means-end chain for your choice of bath soap. Do laddering of yourself to identify your means-end chain. Label attributes, consequences, and values that you identify. 3. Identify one way that marketers can influence consumers situational relevance, and discuss how this will affect consumers overall level of involvement. 4. Give 2 examples for each of the following and explain why you chose them: a. Products that need extended problem solving b. Products that require limited problem solving c. Most likely to attract brand loyalty d. Most likely to form habit e. Most likely to form variety seeking
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