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MKT ch 6
| Question | Answer |
|---|---|
| Consumer Behavior | process individuals or groups go through to select, purchase, use and dispose of products in order to satisfy their wants and needs. |
| Decision making behavior influences | internal, situational, and social factors |
| Level of involvement | amount of importance attached to the purchase |
| Perceived risk | level of uncertainty regarding the outcomes of a purchase decision |
| Problem-Solving Continuum | Habitual Decision making, limited problem solving, extended problem solving |
| Habitual Decison making | low involvement, frequently purchased, little perceived risk, little information |
| Extended Problem Solving | High Involvement, infrequently Purchased, Expensive, High Perceived Risk, Much Information Desired |
| Consumer Decision Making Process | Problem Recognition, Information search, evaluation of alternatives, product choice, post purchase evaluation |
| Step 1: Problem Recognition | Occurs whenever a consumer sees a difference between current state and desired/ideal state – Marketers can develop ads that stimulate problem recognition. |
| Step 2: Information Search | Consumers search internal (i.e., memory) and/or external information to make good decisions. – Top of mind • Evoked set vs. Consideration set – Online search (e.g., search engines, comparison shopping agents) |
| Step 3: Evaluation of Alternatives | Identifying a small number of products for closer consideration – Determinant attributes: most distinguishable features – Evaluative criteria |
| Step 4: Product Choice | Consumers often rely on mental shortcuts, or heuristics, in making decisions. • Heuristics are rules of thumb used by individuals to arrive at good decision with less mental effort: – Price equals quality – Brand loyalty – Country of origin |
| Step 5: Postpurchase evaluation | Consumer satisfaction/dissatisfaction following purchase of product is critical. – Level of satisfaction is influenced by expectations of quality. – Cognitive dissonance (or buyers’ remorse) = common. – Marketing communications -> accurate expectations |
| Internal Influences | perception, motivation, learning, attitudes, personality, age groups, lifestyle |
| Perception | process by which we select, organize, and interpret information from the outside world. |
| 3 factors necessary for perception to occur | Exposure: capable of registering a stimulus Attention: mental processing activity Interpretation: assigning meaning 6-17 |
| Motivation | internal state that drives us to satisfy needs by activating goal oriented behavior. |
| Learning | relatively permanent change in behavior caused by information or experience |
| Attitudes | represent favorable/unfavorable evaluations of a person, object, or issue |
| 3 components of attitude | Cognition (knowing): beliefs or knowledge Affect (feeling): emotional response Behavior (doing): intention to do something |
| Personality | set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment. – Self concept and Self Esteem |
| Age | Goods and services often appeal to individuals within a certain age group. – Purchases are often associated with a particular stage in the family life cycle. |
| Lifestyle | reflect a pattern of living Marketers seek to describe people according to activities, interests, and opinions. – Psychographics groups people according to psychological and behavioral similarities. |
| External influences | situational and social |
| situational influences | physical environment and time |
| social influences | culture, subculture, social class, group memberships, opinion leaders, gender roles |
| Situational factors | often shape purchase behaviors |
| Culture | represents the shared values, beliefs, customs, and tastes produced or practiced by a group of people |
| Social class | overall social standing of groups of people within a society, according to factors |
| Reference Groups | actual or imaginary individual or group that has a significant effect on an individual’s evaluations, aspirations, or behavior |
| Opinion Leader | frequently influence the attitudes and behaviors of others. High interest in a given product category – Update product category knowledge – Are among the first to buy goods – Impart both positive and negative information |
| Gender Roles | relate to society’s expectations regarding appropriate attitudes, behaviors, and opportunities for men and women |
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