Chapter 6 Flashcards
(25 cards)
List the five stages in the consumer decision process.
1: Need recognition
2: Info search
3: Alternative evaluation
4: Purchase and consumption
5: Post-purchase
describe the first stage in the consumer decision process. (need recognition)
consumer recognize they have an unsatisfied need
describe the second stage in the consumer decision process.(Info search)
to search for info about various options that exist to satisfy that need
describe the third stage in the consumer decision process. (Alternative evaluation)
exploring the other options and ruling them out
describe the fourth stage in the consumer decision process.(Purchase and consumption)
Consumers are ready to buy but don’t always but what or where they originally decided
describe the fifth stage in the consumer decision process. (Post purchase)
one of three:
1: Customer satisfaction
2: cognitive dissonance
3: customer loyalty
Describe the consumer buying decision.(4 factors)
1: psych factors
2: social factors
3: marketing meix
4: situational factors
How do firms enhance postpurchase satisfaction? (5)
1: build realistic expectations
2: demonstrate correct product use
3: money back guarentees/warrenties
4: encourage customer feedback
5: thank customers 4 support
How do firms reduce cognitive dissonance?
the user can:
return the product
pay attention to positive info
seek positive feedback
Describe the social factors likely to have the most influence on the purchase process of a new outfit for work.
culture,reference groups
Define Functional needs
pertain to the performance of a product
Define Psych needs
pertain to the personal gratification consumers associate with a product
Internal search for info
the buyer examines their memory and knowledge about the product through experiences
external search for info
buyer seeks info outside their knowledge base to help make the buying decision
3 factors affecting consumer’s search processes
1: benefits vs cost of a search
2: Locus of control
3: actual or perceived risk
internal locus of control
people that believe they have some control over the outcomes of their actions
external locus of control
consumers that believe that fate or other external factors control all outcomes
The 5 types of risk:
1: performance risk
2: financial risk
3: social risk
4: physiogical risk(safety risk)
5: psychological risk
what are psych factors (5)
motives, attitudes, perceptions, leaning/memory, lifestyle
what are socila factors(3)
family, reference groups, culture
what is the marketing mix (4)
product, price, place, promotion
What are the situational factors (3)
purchase situation, sensory situation, temporal state
What are the 2 types of involvement of consumer buying decisions.
1: Extended problem solving
2: limited problem solving
Extended problem solving
well thought out and researched decision making
