Chapter 5

Question 1

what are the 5 basic steps of the consumer purchase decision making process?

Answer 1

1. problem recognition
2. information search
3. alternative evaluation
4. purchase decision
5. post purchase behaviour

Question 2

compare the role of marketing for a market challenger in low involvement product vs high involvement product

Answer 2

low involvement - break buying habits, sales promotions, advertising to gain consideration set
high involvement- comparative advertising, additional product benefits

Question 3

compare the role of marketing for a brand leading in low involvement product vs high involvement product

Answer 3

low involvement- maintain quality, avoid out-of-stock situations, reinforcement advertising
high involvement- advertise, free information, consumer interaction

Question 4

name the 6 physiological influences in consumer decision making

Answer 4

1. motivation
2. personality
3. perception
4. learning
5. values, beliefs, attitude
6. lifestyle