Chapter 6 Flashcards
(54 cards)
- • Consumer decision-making process
- A 5-step process used by consumers when buying goods or services.
- What are they?
- What factors affect the consumer decision-making process? (4)
- A 5-step process used by consumers when buying goods or services.
5-step process:
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase
- Post-purchase behavior
o What factors affect the consumer decision-making process? (4)
Cultural
Social
Individual
Psychological
• Consumers Scale Back
o A Pew Research Center poll suggests consumers are more focused on __ necessities.
o _ of women and _ of men report buying cheaper brands and increased shopping at discount stores.
o An increased number of respondents reported _ as a necessity, while a decreased number reported television.
• Consumers Scale Back
o A Pew Research Center poll suggests consumers are more focused on basic necessities.
o 63 percent of women and 51 percent of men report buying cheaper brands and increased shopping at discount stores.
o An increased number of respondents reported internet as a necessity, while a decreased number reported television.
- Stimulus
- Any unit of input affecting one or more of the five senses:
Stimulus
Any unit of input affecting one or more of the five senses:
- sight
- smell
- taste
- touch
- hearing
• **Info only: Recognition of Unfulfilled Wants
o Product not performing correctly
o Need refill
o See better one
- Recall information in memory
- Seek information in outside environment
- • Nonmarketing controlled
• Marketing controlled
- • Nonmarketing controlled
- Internal Information Search
- External Information search
o Group of brands, resulting from an information search, from which as buyer can choose
• Evoked set
• **Info only: Evaluation of Alternatives and Purchase
o Evoked set
o Analyze product attributes
o Use cutoff criteria
o Rank attributes by importance
o Purchase
• **Info only: Purchase
o Marketing determines which attributes are most important in influencing a consumer’s choice
o Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions
• Cognitive dissonance
- **Info only: Post-purchase Behavior
- Consumers can reduce dissonance by:
Seeking information that reinforces positive ideas about the purchase
Avoiding information that contradicts the purchase decision
Revoking the original decision by returning the product
o the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior
• Involvement
• **Info only: Routine Response Behavior
o Little involvement in selection process
o Frequently purchased low cost goods
o May stick with one brand
o Buy first/ evaluate later
o Quick decision
• **Info only: Limited Decision Making
o Low levels of involvement
o Low to moderate cost goods
o Evaluation of a few alternative brands
o Short to moderate time to decide
• **Info only: Extensive Decision Making
o High levels of involvement
o High cost goods
o Evaluation of many brands
o Long time to decide
o May experience cognitive dissonance
• **Info only: High-involvement purchases require:
o Extensive and informative promotion to target market
• **Info only: Low-involvement purchases require:
o In-store promotion, eye-catching package design, and good displays, coupons, cents-off, 2-for-1 offers
• Psychological Influences within an Individual
o Needs
o Want
o Drive
- • Attitudes on buying (7 components)
- o Meeting _ Is Important
- o Building _ Trust
- o _: A Point of View
- o _: An Opinion
- o “_” attitudes and beliefs
- o Changing _ Attitudes
- o _ Issues May Arise
• Attitudes on buying (7 components)
o Meeting Expectations Is Important
o Building Consumer Trust
o Attitude: A Point of View
o Belief: An Opinion
o “Green” attitudes and beliefs
o Changing Negative Attitudes
o Ethical Issues May Arise
• Psychographics Focus on… (3)
o Activities
o Interests
o Opinions
o A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
• Social class
• Social class measurements (5)
o Occupation
o Income
o Education
o Wealth
o Other variables
• Social influences (3)
o Reference groups
o Opinion leaders
o Family members
• Adoption process steps (7)
- o Awareness
- o Interest
- o Evaluation
- o Trial
- o Decision
- o Confirmation
- Dissonance may set in after confirmation
people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money
• Economic buyers
