BUS 346 Ch 6

Need recognition Information Search Alt. evaluation Purchase Post purchase

The beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their actual, needy state to a different, desired state.

pertain to the performance of a product or service cars

Pertain to the personal gratification consumers associate with a product or service. haircut shoes

occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences

Occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision. friends, family

The perceived benefits vs the perceived costs of search Locus of control Actual or Perceived Risk

Internal: believe they have some control over the outcomes of their actions, engage in more search activities External: refers when consumers believe that fate or other external factors control all outcomes

danger inherent to poorly performing product or service

Risk associated with a monetary outlay; includes the initial cost of the purchase, as well as the costs of using the item or service

involves the fears that consumers suffer when they worry others might not regard their purchases positively dress clothing

the fear of an actual harm should a product not perform properly

associated with the way people will feel if the product or service does not convey the right image

includes those brands or stores that the consumer can readily bring forth from memory

Comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision.

Consist of a set of salient, or important, attributes about a particular product

includes all possible choices for a product category

product or service features that are important to the buyer and on which competing brands or stores are perceived to differ differentiation

the set of criteria that consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives

At work when the consumer is evaluating alternatives and trades off one characteristic against another, such that good characteristics compensate for bad ones.

A compensatory model of customer decision making based on the notion that customers see a product as a collection of attributes or characteristics. The model uses a weighted average score based on the importance of various attributes and performance on those issues

At work when consumers choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes.

measure how well they have converted purchase intentions to purchases

Customer satisfaction post purchase dissonance Customer loyalty

do not set unrealistic high expectations for consumers and too low is also bad correct product use money back/warranties customer feedback

the psychologically uncomfortable state produced by an inconsistency between beliefs and behaviors that in turn evokes a motivation to reduce the dissonance; buyer's remorse

occurs when consumers spread negative information about a product, service, or store to others

A need or want that is strong enough to cause the person to seek satisfaction

Motives Attitudes PErceptions Learning Lifestyle

Purchase situation: wedding ring, birthday Shopping Temporal State

Sales people Store atmosphere crowding instore demonstrations promotions packaging

time of day, what type of person it is: morning or night owl, mood swings

Family Culture Reference Groups

Product Place Price Promotion

(level 1) Physiological Needs food, water, shelter 2) Safety and Security protection physical well being (level 3) Relationships, Love and Affection, interactions with others (level 4) Self Esteem, fulfill inner desires (level 5) Self Actualization

An evaluation a person makes about an object, person, group, event or issue. develop over a long period of time learned and long lasting

A component of attitude that reflects what a person BELIEVES to be true.

A component of attitude that reflects what a person FEELS about the issue at hand - his or her like or dislike of something

A component of attitude that comprises the ACTIONS a person takes with regard to the issue at hand

An active process by which individuals select, organize, and interpret stimuli to form a meaning full picture of the world

a change in a persons thought process or behavior that arises from experience and takes place throughout decision process

A pattern of living that determines how people choose to spend their time, money, and energy

one or more persons whom an individual uses as a basis for comparison for beliefs, feelings, and behaviors

Beliefs, meanings, morals, values, customs, of a specific group of people.

Occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. past experience

A buying decision made by customers on the spot when they see the merchandise

A purchase decision process in which consumers engage with little conscious effort.

A purchase decision process during which the consumer devotes considerable time and effort to analyzing alternatives; often occurs when the consumer perceives that the purchase decision entails a lot of risk

B

D

D Coffee to go for a regular coffee drinker is probably a habitual purchase. But college courses will probably lead to limited problem solving. Students will check available options, consider their choices, and might consult friends or past course evaluations for more information; however, they are unlikely to engage in extensive information search or extensive evaluation of alternatives, especially since some courses will be required for a degree. The correct answer is: college courses

B

C

B

E The universal set represents all brands, regardless of whether the consumer is aware of them. The retrieval set represents all brands the consumer can recall. The evoked set represents all brands the consumer would consider buying. Marketers want their brands to be in evoked sets, since this gives those brands a serious chance of being selected for purchase.

A Choosing larger items may make us feel more powerful and increase status, reducing psychological risk for consumers who may otherwise feel powerless.

B

B This is a noncompensatory decision rule because no trade-off is possible. No matter how inexpensive or powerful a computer may be, if it weighs more than five pounds, Jordana will not buy it.