Evaluative Criteria in Marketing: Definition & Summary

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  • 0:00 Evaluative Criteria in…
  • 0:58 Assessing Evaluative Criteria
  • 1:59 Attribute vs. Attitude
  • 3:16 Lesson Summary
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Lesson Transcript
Instructor: Rana Abourizk

Rana has a Masters Degree in Business Administration and is pursuing a Doctorial Degree. She has been teaching online for over a year. She has a strong business background.

Evaluative criteria is an important component of the marketing world. In this lesson, we will learn what it is, as well as discuss real-world examples of how it relates to companies, and us, as individual consumers.

Evaluative Criteria in Marketing

Sara is a freshman studying marketing and she is having trouble wrapping her head around the concept of evaluative criteria. She understands that the word evaluate means to assess, but she is unsure what specific criteria she should be assessing, so she decides to ask her classmate, John, for clarification. John tells Sara to imagine herself going to the store with the intention of purchasing a specific product. However, when she gets there, she ends up walking out with something different than she had originally intended to buy. Sound familiar?

Evaluative criteria is when a customer selects a different product, than the one they originally had in mind, because of things like quality, price, and features. Some customers may take a while to research and compare different products before purchasing. Others, may make the decision spontaneously, just before they buy. There are many reasons why customers may change their minds last minute and everyone has his or her own reasons for doing so.

Assessing Evaluative Criteria

For our example, Company A sells a very popular brand of shampoo. In addition to this shampoo, they also sell four other different shampoo brands that are similar. One of the shampoos is much cheaper than the rest and isn't considered a designer brand. Company A wants to know which shampoo will sell more, so that they can be sure to have more of this particular brand in stock and advertise it more to the public. What Company A may consider doing, to determine which brand is best, is setting up a focus group. During the focus group, participants try all of the products, select which they prefer, and explain why. This is a great tool for Company A to determine what evaluative criteria people are using when it comes to choosing a shampoo. Another way to assess evaluative criteria is to conduct surveys. The surveys are designed to ask people questions about which product they would chose and why. The results could then be used to help Company A better market the product. Focus groups and surveys are part of the direct method of research in marketing.

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