Exam 2 - Chapter 7 Flashcards
Buying Behavior
the decision processes and action of people involved in buying and using products (business/org. to consumer)
Consumer Buying Behavior
the decision process and purchasing activities of people who purchase products for personal or household use and not for business purposes
Consumer Buying Decision Process
problem recognition information search evaluation of alternatives purchase post purchase evaluation
Consumer Buying Decision Process
Stage 1
Problem Recognition
occurs when a buyer becomes aware of a difference between a desired state and an actual condition
Consumer Buying Decision Process
Stage 2
Information Search
buyers seek information about the products in purchase (external/internal)
External Information Search
buyers seek info from sources other than their memories (used for large/expensive purchases)
Internal Information Search
buyers search their memories for information about products that might solve their problems
ex: did we like this brand of ketchup when we bought it last month?
Consumer Buying Decision Process
Stage 3
Evaluation of Alternatives
consumers locate alternative products and weigh pros and cons
**consideration sets, evaluative criteria, and framing
Consideration Set
a group of brands within a product category that a buyer views as alternatives for possible purchase
most people choose products they have heard of, even if they are more expensive
Evaluative Criteria
to assess consideration set
objective/subjective product characteristics
Framing
marketing techniques that makes certain attributes seem more important
ex: advertising safety in a vehicle
Consumer Buying Decision Process
Stage 4
Purchase
The buyer chooses the product or brand to be bought, the seller, negotiates the terms of the transaction, and makes the actual purchase or terminate the process
Consumer Buying Decision Process
Stage 5
Post-Purchase Evaluation
the buyer evaluates the product after purchase - does it meet expectations?
**cognitive dissonance
Cognitive Dissonance
a buyer’s doubts shortly after a purchase about whether the decision was the right one
“second thoughts”
High-Involvement Products
products that are visible to others and are important/expensive
ex: healthcare or houses
Low-Involvement Products
products that tend to be less expensive/have less associated social risk
ex: t-shirt or candy bar
Level of Involvement
an individual’s degree of interest in a product and the importance of the product for that person
Enduring Involvement
ongoing and long-term involvement with a product or product category
ex: technology or magazine subscriptions
Situation Influences
circumstances, time, and location that affect consumer decision making
Routinized Response Behavior
consumer decision-making process
used when buying frequently purchase, low-cost items that require very little search-and-decision effort
ex: soft drinks or cereal
