Ch. 3 | Consumer Behaviour

Question 1

what are the 5 stages in the consumer purchase decision process?

Answer 1

1) problem recognition
2) information search
3) evaluation of alternatives
4) purchase decision
5) post-purchase behaviour

Question 2

what is happening in the consumer’s behaviour at stage 1 of the purchase decision process?

Answer 2

problem recognition
- perceiving a need

When a person realizes that the difference between what they have and what they would like to have is big enough to actually do something about it

Question 3

what is happing in the consumers behaviour at stage 2 of the purchase decision process?

Answer 3

information search
- seeking value

after recognizing a problem, consumers begin to search for info about what product or service might satisfy their new need by an:
internal search or external search

Question 4

what is happing in the consumers behaviour at stage 3 of the purchase decision process?

Answer 4

evaluation of alternative
- assessing value

this stage clarifies the problem for the consumer by suggesting criteria, or points to consider for the purchase
- results in your evoked set

Question 5

what is happing in the consumers behaviour at stage 4 of the purchase decision process?

Answer 5

purchase decision
- buying value

having examined the alternatives in the evoked set, three choices still remain:
- what brand
- who to buy from
- when to buy

Question 6

what is happing in the consumers behaviour at stage 5 of the purchase decision process?

Answer 6

post-puchase behaviour
- value in consumption or use

after buying a product, the consumer compares it with their expectations and is either satisfied or dissatisfied

Question 7

what are the 3 general variations in the consumer purchase process based on involvement and product knowledge?

(RLE)

Answer 7

routine problem-solving
- low involvement

limited problem-solving
- medium involvement

extended problem-solving
- high involvement

(RLE)

Question 8

there are 5 situational influences that have an impact on your purchase decision process, what are they?
- give some examples of each

Answer 8

1) purchase task
- spend lavishly when buying for self, but frugal for others

2) social surroundings
- shopping with a friend

3) physical surroundings
- decor, music, crowds

4) temporal effects
- time of day

5) antecedent states
- the consumer’s mood