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17 Cards in this Set
- Front
- Back
consumer behavior
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the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions
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purchase decision process
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-the stages a buyer passes through in making choices about which products and services to buy
-the process has five stages: 1)problem recognition 2)information search 3)alternative evaluation 4)purchase decision 5)postpurchase behavior |
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problem recognition:
perceiving a need |
the initial step in the purchase decision, is perceiving a difference between a person's ideal and actual situations big enough to trigger a decision
-advertisement can activate a consumers decision process |
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information search
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-after recognizing a problem, a consumer begins to search for information, the next stage in the purchase decision process
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internal search
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you may scan your memory for previous experiences with products or brands
-for frequentley purchased products this may be enough |
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external search
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-this is needed when past experience or knowledge is insufficient, the risk of making a worng purchase decision is high, and the cost of gathering information is low
-promary sources of external information are: 1)personal sources, such as relatives and friends whom the consumer trusts 2)public sources including various product-rating organizations and 3)marketer-dominated sources such as information from sellers including advertising, company websites, salespeople |
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alternative evaluation
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the information search clarifies the problem for the consumer by 1)suggesting criteria to use for the purchase 2)yielding brand names that might meet the criteria and 3)developing consumer value perceptions
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evaluative criteria
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which represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands
-firms try to identify and capitalize on both types of criteria to create the best value for the money sought by you and other consumers -these criteria are often in advertisements |
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consideration set
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the groups of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware
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purchase decision
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two choices remain: 1)from whom to buy and 2)when to buy
-choice of which seller to buy from will depend on terms of sale, your past experience buying from seller, and return policy -may choose second most preferred b/c leberal refund and return policy -when to buy is determined by a number of factors -may buy sooner if on sale, saleperson,store atmosphere, money |
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postpurchase behavior
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after buying a product, the consumer sompares it with his expectations and is either satisfied or dissatisfied
-if consumer is dissatisfied, marketers must determine whether the product wsa deficient (may need a design change) or consumer expectation too high (advertising oversold product) -satisfaction or dissatisfaction affect consumer value perceptions, consumer communications, and repeat-purchase behavior -happy tell three, upset tell nine -focus attention on postpurchase behavior to maximize customer satisfaction and retention |
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cognitive dissonance
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this feeling of post-purchase psychological tension or anxiety
-such as "Should I have purchased the _____" -to alleviate it, consumers often attempt to applaud themselves for making the right choice |
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involvement
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consumers sometimes skip or minimize one or more stages depending on the level of involvement, the personal, social, and economic significance of the purchase to the consumer
-high involvement purchase occasions typically have at least one of the three characteristics: the item to be purchased 1)is expensive 2)can have serious personal consequences, or 3)could reflect on one's social image -for these high involvement consumers engage in extensive information search, consider many product attributes and brands, form attitudes and participate in word of mouth communication |
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variations in the consumer purchase decision process based on consumer involvement and product knowledge
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extended problem solving, limited problem solving, routine problem solving
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extended problem solving
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each of the five stages is used, icluding considerable amount of time and effort
-high involvement purchase such as car and stereo system |
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limited problem solving
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consumers typically seek some information or rely on a friend to help them evaluate alternatives
ex: choosing a toaster or resturant for lunch |
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routine problem solving
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consumers recognize a problem, make a decison, and spend little effort seeking external information and evaluating alternatives
-purchase is a habit and low involvement and low priced |