6 buying process

Question 1

customer behavior

Answer 1

-the process a customer uses to make purchase decisions and dispose of purchased goods
-includes factors that influence purchase decisions and product use

Question 2

what are the purchase process phases?

Answer 2

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

Question 3

what are the subcategories of evaluation of alternatives?

Answer 3

-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

Question 4

what is post-purchase experience and behavior?

Answer 4

-compare actual experience vs expectations
-expectations come from personal reasoning, social influence, marking influence
-level of satisfaction strongly affects repurchase and word of mouth

Question 5

cognitive dissonance?

Answer 5

-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

Question 6

how can marketers reduce cognitive dissoance?

Answer 6

effective communication and follow up
-guarantees and warranties

Question 7

paradox of choice

Answer 7

-more choices we have in the purchase making decision the more likely we are to be concerned about making a bad decision

Question 8

what are factors affecting decision making?

Answer 8

-cognitive vs emotional
-high v low involvement
-optimizing v satisfying
-non v compensatory

Question 9

what is cognitive v emotional

Answer 9

-c: more slower, systematic, and more exhaustive than e

Question 10

how do you know if a person buying pprocess is cognitive or emotional?

Answer 10

-product type utilitarian (practical) vs ego-expressive
-context -use of the product
-individual preference - natural tendedices of indivdual buyers

Question 11

what is search v experience

Answer 11

search offering : something i can examine and evaluate completely before the purchase
-experience : can only evaluate after experiencing it

Question 12

involvment

Answer 12

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

Question 13

optimizing v satisfiers

Answer 13

o: customer are motivated to purchase the best alternative they can
-s: settle for an alternative that is good enough

Question 14

compensatory v non

Answer 14

-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

Question 15

what are compensatory decisions driven by ?

Answer 15

-size of choice set
-importance pf attributes
-resource availability

Question 16

decision making unit

Answer 16

still about factors affecting the process but treating it as an indv person process but there are different entities that can affect the process

Question 17

who can affect the decison making process?

Answer 17

buyers
users
gatekeepers:
influences