Gibbs models and reflection (1988)

Gibbs models and reflection (1988)

Gibbs models and reflection is a circular process of reflection. This cycle included six steps, which from description to go to feeling, evaluation, analysis, conclusion, action plan. Then, this circle will from action plan to go back to the description. This cycle is talk about the reflection about different area. In this blog, I want to talk about this model in marketing.

1 Description is about to describe the event of your reflection. In marketing we always focus on what the customer buys. For example, this week I bought an umbrella. So, in this step, I will describe this product. Because this step is talking about what did you buy? In my own case, I bought is this week, because the old one is broken. So I ask my friends where they bought an umbrella. I ask my friends because I am not familiar with umbrella marketing. Then, I choose the Argos for shopping, which is my familiar one. Finally, I have it.

2 Feeling is about what you thought in your purchase. We need to use the five whys model in this step. Because we need to find why we recall thinking this event and still want to buy it. Then, we need to explain what I was feeling. For me, the reason is very easy because the weather. Nowadays, the weather is terrible and rainy. My old one was broken last week, so I think I need to get a new one. Then, I go to store to find it and buy it. I feel so result in I can use my umbrella in the raining day. It can help me avoid the problem and protect me and my clothes. But the umbrella is too weak to use it under the heavy wind.

3 evaluations are about what was the good or bad experience in your consumption. In my case, I think I ask my friends first are a useful experience. Because this is my first time to buy an umbrella in the UK. I don’t know where can find it. So I need to ask my friend to gain information about the umbrella. A bad experience is I just think about the design and price, I forgot to thinking about the usage and realistic. This is a big problem because the umbrella is a product for daily use and I use it under the heavy wind. So the realistic need to be a first point when I choose the product.

4 analyses need us to analysis the data from your experience and others. For example, I need to think the quality of the product first. I need to think about my purchase experience and compare with others. I need to find what I am doing well or bad. Then I need to interview others about what the most important reason when they buy the umbrella and dose this choice give you satisfaction. Then, I can analysis the data and get the result about what we need to do first.

5 Conclusion is about what else you could have done. For me, I have used a different view to thinking about the process of purchase umbrella. Then, I need to think how to make the difference. Therefore, when I want to buy something I need to have experiential perception. Then I need to think about a product itself about which aim and functions are the most important. It can help me to make clearer the choice. If I feel satisfaction, I will repeat my purchase again and may become their loyal customer.

6 action plans is about if this event come again, what would you do. For example, if this umbrella is broken again. I need to plan to have a new one. So I need to use this experience and to get the better one. Therefore, I plan to buy a long umbrella with higher quality. Then, I need to compare the design and price. The experience helps me to make the correct decision, and I also need to think what I am feeling in last purchase. If I feel satisfaction, I will plan the same brand in the future.

When you have finished these steps, you can act your plan. Then go back to the description again.

This is a cycle of your reflection of consumption. When you use this cycle to buy the products, it can make the suggestion and help you to buy a more suitable product for you.

The Hierarchy of effects models

The Hierarchy of effects model

 

The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A Steiner. This model has seven steps which are included ignorance, awareness, knowledge, liking, preference, conviction and purchase.

The first step is ignorance. The meaning as the title said, in this step, customer ignored the products. For example, when the juicer machine has been invented, if I didn’t know this machine, I may ignore this product. Because I never know this machine result in I haven’t cognitive about this product.

The next step is awareness, this step is talking about the customer has the awareness of the product through advertising. For me, if when I watching the TV advertisement, I found juicer machine can make life easier. Therefore, I may have the awareness about the juicer machine. The big challenging is the marketer cannot ensure the customer will have the awareness about the product brand. So, the marketers must critically analyze their advertisement, which can promote more and more customer have awareness about their products.

The next step is knowledge. This step is talking about the customer begin to want to have the knowledge about products. For example, when I know the juicer machine, I may want to know how the juicer working and which brand of juicer best. So I go to Argos, which is I have loyalty brand retail, and ask their sales about products. In this step, I willing to gain the knowledge about the product through the advertisement, web site and packing.

The fourth step likes. This step explains that customer like the product. The customer may like their product result in the future. So, the marketer needs to know the how to encourage the product and how to customer like their products. For me, I may like the juicer because it can make the life easier and save my time. Therefore, I like this product when I watched the video about juicer.

The next step is preference. In this step, customers need to choose the brand or specific one to buy. Because when the customer searches the products, they may find a lot of different kinds of brand or others. They need to compare with benefits of different companies. For example, when I through the advertisement and compares the price online, I may choose which one can guarantee quality and have various the functions.

The conviction is the next step. This stage is about the customers ensuring about the purchase. The marketer must encourage them to buy products and makes them reassure. So some marketer gives the sample for customers. For example, Argos promise I can try their products for one week, if I am dissatisfied with the machine, I can refund the product. It can make me reassures with the products.

The final step is purchase. This step is very simple to make the decision. The designer needs to make sure the process is easy and simple to use. Because if process too difficult or too complex for customers have time to change their mind. For example, when I finished searching and want to buy it online. If the process is simple, I can buy it quickly. Otherwise, if the process is too complex, I need to complete a lot of forms. I will give up the process. If I don’t have enough time, I may want to buy next time. But if I don’t finish purchase immediately, I may change my mind next time.

 

These seven steps are talking about the process of customer from ignored the product to purchase the products. These seven steps can divided into three stages.

1: cognitive (this stage is about your hand). The customer thinks the products and gathers the knowledge about products.

2: affective (this stage is talking about the heart).in this stage, customer need to ensure how they feel about the products. Customer like the product and convicts it.

3. Conative (this stage is talking about the customer behaviour) customer buys the product at this stage.

These three stages are about the customer behavior.

Overall, this is processed about the customer with exposure. So manager needs to know what is happened each stage, which can help them to sale their products.



 

decision making: the consumer decision process model

decision making: the consumer decision process model

The consumer decision process model is needed recognition-search for information- valuation of alternatives- purchases- consumption-post-consumption evaluation.

The first step is the need recognition and problem awareness is talk about why did you make the decision. Taking me for the example, if I made the consumer decision, the first thing is why I make this decision. For example, I made the decision about the study ms management in NTU. The first thing is why I want to study postgraduate and why I want to study in the UK. The reason is studied in UK just one year. It can save time and save money. The other reason is UK is a traditional country and has the highest quality education. These reasons are about UK. Sometimes we also have some personal reason. For me, my father wants to me to help him to manage the company; therefore, I want to study management in the UK, which can give me a high quality education. In this step, we need to think why we want to make this decision. Then, we can get the various reasons, like internal reason or external reason.
The second step is the search information. This step is talking about the why, where and how. For me, I just think which place is suitable for me. Firstly, I choose UK result in the length and quality. Then, I want to choose the school can make the direct course without a business background. Using these two reasons, I find the NTU. The course is most suitable for me.
The third step is the evaluation of alternatives. This step is about the criteria did you use? For me, I think the cost is an important part, because I can get the postgraduate and learn English with less money. This step always talks about the influence on people.
The fourth step is purchasing. What factor result in you chooses? It is a main process in this step. For me, I need to help my father; therefore, I need to study the management. This course just one year and cheaper than others. So I pay for it.
Consumption is fifty steps. This step always talks about the when the customer use the consumption how they feel and engaging. For me, I learn a lot. Firstly, my English improves quickly, because I live in the English speaking country. Secondly, I have learned a lot of management theory and some useful management skill. Finally, I save the money and get a quality education. Therefore, I gain a lot from this course and feeling good.
The last step is post-consumption. For me, I haven't finished it. So, I guess I will post the quality and value of consumption of others.
This is what I think about the consumer decision process model. I will find more evidence after class.