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Marketing ch6
| Question | Answer |
|---|---|
| Consumer decision process | 1 Need recognition. 5 post purchase 2 Information search 3Alternative evaluation 4 Purchase and consumption |
| Need recognition | The beginning of the consumer decision process occurs when consumers recognize they have an unsatisfied need and want to go from there actual nearest state to a different desired state |
| Functional needs | Pertain to the performance of a product or service |
| Psychological needs | Pertain to the personal Gratification consumers associate with a product or service |
| Search for information | |
| After consumer recognizes a need, is to search for information about the various options that exist to satisfy the need Perceived risk associated with purchasing the product it or service | |
| Two types of information search | Internal and X ternal |
| Internal Search for information | Occurs when the buyer examined his or her own memory and knowledge about the product or service gathered through past experience |
| External search for Information | Occurs when the buyers information outside his or her personal knowledge base to help make decision |
| Factors Affecting Consumers’ Search Processes | Perceived benefits, perceived cost of search, The locus of control, And the actual or perceived risk, |
| The Locus of control | |
| Internal locus of control | Refers to when consumers believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities |
| Actual or Perceived risk Five types of risk associated with purchase decisions can delay or discharge a purchase | Performance, financial, social, psychological, and psychological |
| Performance risk | The perceived danger inherent in a poorly performing product or service Example Risk is the possibility that Katie Smith’s new interview outfit is prone to shrinking when dry cleaned |
| Financial risk | Risk Associated with a monetary outlay include the initial cost of the purchase as well as the cost of using the item or service |
| Social risk | The fears that consumers suffer when they worry others might not record their purchases positively |
| Physiological Risk | The fear of an actual harm should a product not perform properly |
| Safety risk | See psychological risk |
| Psychological risk | Are those risk associated with the way people will fill out the product or service does not convey the right image |
| When does the consumer decision process begin | When consumers realize they have an unfilled need and want to reach a different desired state |
| Universal set | All possible choices for a product category |
| Retrieval set | Those brands of stores that the consumer can readily bring from memory |
| Evoked set | Compromises the alternative brands or stores that the consumer states he or she would consider making a purchase decision |
| Evaluative criteria | Consists of a set of salient. Or important, attributes about a particular product |
| Determinant attributes | Product or service features that are important to the buyer in which competing brands or stores are perceived to differ |
| Consumer decision rules | Are the set of criteria that consumers use consciously or subconsciously to quickly and efficiently so light from among several alternatives |
| Compensatory decision rule | Assumes that the customer, when evaluating alternatives, trades off one characteristic against another, search that good characteristics compensate for bad characteristics |
| Multi- attribute model | A compensatory Model of consumer decision making based on the notion that customers see a product as a collection or attributes or characteristics the model uses a weighted average score based on the importance of berries address and performance on those |
| Non compensatory decision rule | At work when consumers choose a product or service on the basis of in subset of its characteristics, regardless of the value of its other attributes |
| Post purchase behavior | |
| Entails actual rather than potential customers. Satisfied customers, whom marketers hope to create, become loyal, purchase again, And spread positive word of mouth | |
| Customer satisfaction | Expectations of the product through advertising, personal sales, or any types of promotion may lead to higher initial sales, but it eventually will result in dissatisfaction by consumer , Setting customer expectations to low exam dangerous strategy |
| Customer satisfaction | If Store is not clean and appealing people will not go in it |
| Steps to ensure Post purchase satisfaction | 1 build realistic expectations, not too high not too low2 demonstrate correct product use improper usage can cause dissatisfaction3 stand behind the product or service by providing money back guarantee any warranty4 encourage customer feedback which cuts |
| Post purchase congnitive dissonance | Is an internal conflict that arises from an inconsistency between two beliefs are between beliefs and behaviors |
| Customer Loyalty | |
| Negative word-of-mouth | Occurs when consumers spread negative information about a product, service, or store to others |
| Undesirable consumer behavior | When sometimes they felt a pain customers that is undesirable consumer Behavior Example Word of mouth and rumors |
| Psychological factors | Affect the way people receive marketers messages Among them or motives, attitudes, perception, learning, and lifestyle |
| Motive | Is a need or want that is strong enough to cause the person to seek satisfaction |
| Maslow’s hierarchy of needs | Maslow categorizes five groups of needs 1 self actualization2 esteem3 Love4 safety5 psychological |
| Physiological needs | Those relating To the basic biological necessities of life food drink rest and shelter this is part of Maslows hierarchy |
| Safety needs | One of the needs in Maslow hierarchy of needs retain to protection and physical well-being |
| Love needs | Needs are expressed through interactions with others |
| Self- actualization | When a person is completely satisfied with his or her life |
| Involvement | Is the consumer’s degree of interest in the product or service |
Created by:
bkgee