6 buying process Flashcards
customer behavior
-the process a customer uses to make purchase decisions and dispose of purchased goods
-includes factors that influence purchase decisions and product use
what are the purchase process phases?
phase 1: trigger, search and consideration and evaluation of alternatives
phase 2: purchase
phase 3: post. purchase (experience)
-affected by cultural social individual psych and marketing factors all influence
what are the subcategories of evaluation of alternatives?
-awareness set: options heard of (need to make sure we get in this step)
-consideration set - what meets your initial buying needs
-choice set- conteners for your purchase
what is post-purchase experience and behavior?
-compare actual experience vs expectations
-expectations come from personal reasoning, social influence, marking influence
-level of satisfaction strongly affects repurchase and word of mouth
cognitive dissonance?
-idea of what you purchased is not as good as you hoped
-seeking information that reinforces postive ideas about the purchase
-avoiding infomation that contradicts the purchase decisison
-revoking teh orginal decisions by returning the product
how can marketers reduce cognitive dissoance?
effective communication and follow up
-guarantees and warranties
paradox of choice
-more choices we have in the purchase making decision the more likely we are to be concerned about making a bad decision
what are factors affecting decision making?
-cognitive vs emotional
-high v low involvement
-optimizing v satisfying
-non v compensatory
what is cognitive v emotional
-c: more slower, systematic, and more exhaustive than e
how do you know if a person buying pprocess is cognitive or emotional?
-product type utilitarian (practical) vs ego-expressive
-context -use of the product
-individual preference - natural tendedices of indivdual buyers
what is search v experience
search offering : something i can examine and evaluate completely before the purchase
-experience : can only evaluate after experiencing it
involvment
how invoved the customer is going to be during the purchase
-how long and how much effort does teh customer put in each 1
-high: fully engaged, long time, more risk, high uncertainty, high priced, more choices
-low: low engament, low effort. short time, high confidence, lower priced, few choices
optimizing v satisfiers
o: customer are motivated to purchase the best alternative they can
-s: settle for an alternative that is good enough
compensatory v non
-c: customer attempts to consider all the of the attributes that are relevant, making trade offs between and among attributes
-non: customer considers some but not all of a prodcuts attributes and ignores potential trade offs between attributes
=people make spread sheets for this type of stuff
what are compensatory decisions driven by ?
-size of choice set
-importance pf attributes
-resource availability
decision making unit
still about factors affecting the process but treating it as an indv person process but there are different entities that can affect the process
who can affect the decison making process?
buyers
users
gatekeepers:
influences
