The Buyer Behavior Process (5)

Question 1

What is the buyer process?

Answer 1

the stages that consumers go through when deciding to purchase and consume a product

Question 2

Will the buyer process be different for a consumer wanting to buy toilet paper vs. a car?

Answer 2

Yes

Question 3

What are the steps/stages of the buyer process (in chronological order)?

Answer 3

1. Need recognition
2. Information search
3. Evaluation of Alternatives
4. Purchase
5. Reaction

Question 4

In need recognition the consumer ______ that he or she has a _____ to be filled

Answer 4

recognizes, need

Question 5

In information research the consumer _____ for ______ regarding the options for purchase or consumption.

Answer 5

searches, information

Question 6

What does the consumer do during the evaluation of alternatives stage of the buying process?

Answer 6

The consumer looks at the different viable options and weighs the upsides and downsides of each;

Question 7

During the purchasing stage, the consumer decides to purchase, including ____ and ___ to purchase.

Answer 7

where, how

Question 8

What is an another name for the reaction stage/step?

Answer 8

post-purchase behavior

Question 9

During post-purchase behavior, the consumer has _____ the product and is either ______ or ________.

Answer 9

consumed, pleased, displeased

Question 10

What is consumption?

Answer 10

• using goods and services to fulfill needs.

Question 11

Consumption is either actual ______ consumption, such as consuming a hamburger, or it is consuming a ______, such as getting teeth cleaned at the dentist.

Answer 11

physical, service

Question 12

Consumption is using goods or services to fulfill ______.

Answer 12

needs

Question 13

The buyer process is structured in terms of…

Answer 13

stages/steps

Question 14

During the evaluation stage the consumer –_______ and _______ the different available options that he or she has found

Answer 14

compares, contrasts

Question 15

a _____ is a gap between his or her current state and his or her desired state.

Answer 15

need

Question 16

What is a need?

Answer 16

a gap between his or her current state and his or her desired state

Question 17

a need is a gap between his or her _____ state and his or her _______ state

Answer 17

current, desired

Question 18

Marketing can serve as an external cue of a _______, either by pointing out a new desired state for a consumer or by showing how the consumer’s current state is insufficient.

Answer 18

need

Question 19

How can marketing make the consumer recognize a need ?

Answer 19

most of us have seen a television or magazine ad for a cool new product with “amazing features” or a trendy fashion item that we didn’t need at all before seeing the advertisement. After seeing the ad, we had a new desired state: to own that product and experience the benefits from it.

Question 20

Marketers make the consumer recognize a need by acknowledging a current ______ (being safe at home) and explaining how a product or service would _____ meet that need (a new alarm system that would signal any intruders approaching).

Answer 20

need, better

Question 21

When a consumer starts searching for information, often the first place he or she looks is to his or her own experience or memory. This is called an ______ ______

Answer 21

internal search

Question 22

The brands that a consumer first recalls from memory reflect his or her _____ ___ _____ _______.

Answer 22

top of mind awareness

Question 23

After recalling brands from memory, a consumer disregards any options that would be obviously unsuitable. All of the options that are left become part of the _____ ___

Answer 23

consideration set

Question 24

What is the consideration set?

Answer 24

choices that a consumer considers and evaluates for consumption.

Question 25

Information about a brand that a consumer recalls from memory relates to the concept of ______ ________.

Answer 25

brand awareness

If a company has developed brand awareness for a product — particularly brand recall — then it is more likely the consumer will remember it and include it in his or her consideration set for future purchase.

Question 26

What is search engine optimization?

Answer 26

It is a good idea to make sure that the product or company marketing content appears in search results when consumers search for product information using search engines such as Google. Marketers accomplish this through SEO for the company website.

Question 27

______ ______ are the product attributes that are important to consumers

Answer 27

evaluative criteria

Question 28

What are two examples of evaluative criteria?

Answer 28

Price and color

Question 29

At the purchase point in the buyer behavior process, the consumer makes the purchase decision of which product to purchase and also chooses ____, _____, and ___ to purchase the product.

Answer 29

where, when, how

Question 30

One of the goals of marketing in the purchase stage is to _____ consumers in making the purchase decision so that they can actually follow through on a purchase.

Answer 30

assist

Question 31

______ _____ occurs when a customer regrets a purchase decision.

Answer 31

buyers remorse

Question 32

It’s ideal for a ______ to love the product, tell others about it, and repurchase.

Answer 32

customer

Question 33

What is a low-involvement purchase?

Answer 33

For a low-involvement purchase, the purchase doesn’t cost much or there is not a risk for the consumer if he or she makes a purchase mistake. Low-involvement purchases are simpler and made more frequently.

Question 34

What is an example of low-involvement purchases?

Answer 34

routine purchases

Question 35

What is another name for a routine purchase?

Answer 35

habitual purchase

Question 36

What is an impulse purchase?

Answer 36

purchases made with very little thought or planning.

Question 37

____-_____ ______ are purchases of greater consequence to the consumer.

Answer 37

high-involvement purchases

They are often more costly, riskier (to the consumer’s bank account, well-being, status, etc.), and made less frequently.

Question 38

Because consumers are often concerned about the risk they might incur with a high-involvement purchase, _______ such as warrantees or money-back guarantees are helpful to those making these purchase decisions.

Answer 38

assurances

Question 39

When marketing services to consumers during the _____ process, it’s important to remember the _____ nature inherent in purchasing services.

Answer 39

buying, risky

Buyers have to depend more on the credibility and trustworthiness of the service provider.