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Qualitative
Description of ACTMAN
ACTMAN is based on consumer behavior, and that
is one of its key strengths. Its elements complement the phases
that a customer evolves through as he or she makes a purchase
decision. As noted in Chapter 3, a typical purchase-decision
model comprises the following five stages:
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Stage
1:
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Need Recognition and Product Awareness: The first
stage of the customer decision-making process begins when
the buyer realizes a difference between his current state
of being and his desired state of being. Various internal
and external stimuli trigger this realization. Hunger
and thirst, for example, are internal stimuli. In contrast,
external stimuli such as advertising, can be managed by
marketers.
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Stage
2: |
Information
Search: The customer's search for information on how
to satisfy his or her need characterizes the second stage
of the purchase-decision process. Customers may use several
sources for their information. Personal sources might
include friends and family. When a customer uses these
sources, it is more difficult for the firm to manage perceptions
and expectations. Firms can more directly influence the
information gathered if the customer relies on commercial
sources (e.g., advertising, salespeople, product packaging),
public sources (e.g., mass media) or experiential sources
(e.g., product handling and examining). The marketer has
the greatest influence on commercial sources of information.
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Stage
3: |
Evaluation
of Alternatives: Once the information is gathered,
the customer can evaluate the alternatives. During this
stage, the larger set of purchase options of which the
customer is aware generally narrows to a smaller choice
set. The customer will select a product for purchase
from this choice set after additional searching. Thus
the customer uses a two-phase decision process. In phase
one, the customer creates a broad set of alternatives.
In phase two, the customer uses a set of rules or heuristics
to create a smaller group of choices, which the customer
then evaluates in more detail.
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Stage
4: |
The
Purchase Decision: The customer purchases a product.
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Stage
5: |
Post-Purchase
Behavior: The customer decision-making process does
not end with the product purchase. During the post-purchase
stage, the customer is still forming attitudes and assessing
satisfaction levels. Customer service at this stage can
be and often is crucial.
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