chap 10 (week 16-17) Flashcards
(51 cards)
3 Levels of Consumer Decision Making
:Extensive Problem Solving
:Limited Problem Solving
:Routine Response Behaviour
: Purchasing situations that necessitate a significant amount of effort because the buyer has no prior experience or knowledge of the product or suppliers.
EXTENSIVE PROBLEM SOLVING
: Limited problem solving is used for products purchased occasionally or when buyers need to acquire information about an unfamiliar brand in a familiar product category.
LIMITED PROBLEM SOLVING
:Routine response behavior is a buying situation in which the buyer has had considerable past experience.
ROUTINE RESPONSE BEHAVIOUR
Types of Problems
Active Versus Inactive problems
1. active
2. inactive
Identify existing consumer problems and find solutions for these.
Problem Recognition and Marketing Strategy
Lower the actual state.
Problem Recognition and Marketing Strategy
Increase the desired state.
Problem Recognition and Marketing Strategy
Increase the importance of the gap between actual and desired states.
Problem Recognition and Marketing Strategy
Convert inactive problems to active problems.
Problem Recognition and Marketing Strategy
Convert problems into ones requiring an immediate solution.
Problem Recognition and Marketing Strategy
Factors that Increase the Level of Pre-purchase Search
- Product Factors
- Situational Factors
- Social Acceptability
- Value-Related Factors
- Consumer Factors
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: It is a long-lasting or infrequently used product.
A
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Experience is lower.
B
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Purchase is discretionary.
C
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Consumers are well-educated, have higher income levels and are younger.
D
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Level of involvement is high. Shopping is seen as an enjoyable activity.
D
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Consumers are low in dogmatism and risk perception.
D
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: All alternatives have both positive and negative qualities.
C
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: No agreement among users exists.
C
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Previous experience was unsatisfactory.
B
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Conflicting information is available.
C
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: Other considerations exist.
C
identify if.
a. product factors
b. situational factors
c. value-related factors
d. consumer factors
: There are frequent changes in product styling.
A
