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mktg finals 50 > chapter 10: week 16-17 > Flashcards

chapter 10: week 16-17 Flashcards

Consumer Decision Making Process

1
Q

3 Levels of Consumer Decision Making

A

Extensive Problem Solving
Limited Problem Solving
Routine Response Behaviour

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2
Q

Purchasing situations that necessitate a significant amount of
effort because the buyer has no prior experience or
knowledge of the product or suppliers.

A

EXTENSIVE PROBLEM SOLVING

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3
Q

Limited problem solving is used for products purchased occasionally or when buyers need to acquire information about an unfamiliar brand in a familiar product category.

A

LIMITED PROBLEM SOLVING

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4
Q

Routine response behavior is a buying situation in which the buyer has had considerable past experience.

A

ROUTINE RESPONSE BEHAVIOUR

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5
Q

GIVE 3 Consumer Decision Making – The Process

A

NEED RECOGNITION
PRE-PURCHASE SEARCH
EVALUATION OF ALTERNATIVES

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6
Q

the realization that there is a difference between actual and desired states.

A

NEED RECOGNITION

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7
Q

-The higher the gap, the stronger the need (or bigger the problem)

A

NEED RECOGNITION

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8
Q

Active: those you are aware of Inactive: those that you are not yet aware of (but exist)

A

Active Versus Inactive problems

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9
Q

Types of Problems

A
  1. Active Versus Inactive problems
  2. Those that require immediate solutions and those that do not require immediate solutions.
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10
Q

Problem Recognition and Marketing Strategy:

Identify existing _________ problems and find ________ for these.

A

consumer
solutions

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11
Q

Problem Recognition and Marketing Strategy:

________ the actual state.

A

Lower

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12
Q

Problem Recognition and Marketing Strategy:

Increase the __________state.

A

desired

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13
Q

Problem Recognition and Marketing Strategy:

Increase the importance of the ____ between actual and desired states.

A

gap

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14
Q

Problem Recognition and Marketing Strategy:

________ inactive problems to active problems.

A

Convert

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15
Q

Problem Recognition and Marketing Strategy:

Convert problems into ones requiring an _______________.

A

Immediate solution

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16
Q

Problem Recognition and Marketing Strategy:

Convert ________ problems to _______ problems.

A

inactive
active

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17
Q

GIVE 3 Pre-purchase search

A
  1. Types of information
  2. Types of information sought
  3. Factors affecting extent of information search
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18
Q

7 Types of Information Sources
PERSONAL

A

Friends
Neighbors
Relatives
Co-workers
Computer
Salespeople
Calling the electronics Store

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19
Q

8 TYPES OF IMPERSONAL

A

Newspaper
Articles
Magazine
Articles
Consumer Reports
Direct-mail brochures
Information from product advertisements
Internal web site

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20
Q

3 Types of Information Sought

A
  1. Brands or alternatives available
  2. Evaluative criteria to be used – Generally, product features
  3. Ratings of brands on evaluative criteria
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21
Q

Factors that Increase the Level of Pre-purchase Search

A

Product Factors
Situational Factors
Social Acceptability
Value-Related Factors
Consumer Factors

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22
Q

It is a long-lasting or infrequently used product.

A

PRODUCT FACTOR

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23
Q

There are frequent changes in product styling.

A

PRODUC FACTORS

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24
Q

Large volume is purchased.

A

PRODUCT FACTORS

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25
Q

The price is high.

A

PRODUCT FACTORS

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26
Q

There are many alternative brands.

A

PRODUCT FACTORS

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27
Q

There is much variation in features

A

PRODUCT FACTORS

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28
Q

Experience is lower.

A

SITUATIONAL FACTORS

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29
Q

Previous experience was unsatisfactory.

A

SITUATIONAL FACTORS

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30
Q

Purchase is a gift.

A

SITUATIONAL FACTORS

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31
Q

Purchase is discretionary.

A

VALUE-RELATED FACTORS

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32
Q

Product is socially visible in use.

A

SITUATIONAL FACTORS

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33
Q

All alternatives have both positive and negative qualities.

A

VALUE-RELATED FACTORS

34
Q

No agreement among users exists.

A

VALUE-RELATED FACTORS

35
Q

Conflicting information is available.

A

VALUE-RELATED FACTORS

36
Q

Other considerations exist.

A

VALUE-RELATED FACTORS

37
Q

Consumers are well-educated, have higher income levels and are younger.

A

CONSUMER FACTORS

38
Q

Consumers are low in dogmatism and risk perception.

A

CONSUMER FACTORS

39
Q

Level of involvement is high. Shopping is seen as an enjoyable activity.

A

CONSUMER FACTORS

40
Q

GIVE THE 2 Evaluation of Alternatives – Types of Consumer Choice Processes

A

AFFECTIVE CHOICES
ATTRIBUTE-BASED CHOICES

41
Q

May require both external and internal search

A

Attribute-based choices.

42
Q

More holistic; an overall evaluation
Based on how one feels about a purchase

A

AFFECTIVE CHOICES

43
Q

Have pre-determined evaluative criteria

A

Attribute-based choices.

44
Q

Complicated decision rules may be used.

A

Attribute-based choices.

45
Q

Can be tangible or intangible Include surrogate

A

NATURE OF EVALUATE CRITERIA

46
Q

indicators –Attributes that are used as indicators of another attribute

A

NATURE OF EVALUATE CRITERIA

47
Q

Are often ranked in order of importance

A

NATURE OF EVALUATE CRITERIA

48
Q

3 Consumer Decision Rules

A

PROCEDURES
COMPENSATORY
NON-COMPENSATORY

49
Q

used by consumers to facilitate brand or other consumption-related choices

A

PROCEDURES

50
Q

Brands evaluated in terms of each relevant criteria and the best brand (or one with the highest score) is chosen

A

COMPENSATORY

51
Q

Positive evaluations do not compensate for negative evaluations

A

Non-Compensatory

52
Q

Product attributes are identified

A

Conjunctive Decision Rule

53
Q

a minimally acceptable cutoff point is established for each attribute

A

Conjunctive Decision Rule

54
Q

consumers identify product attributes

A

Disjunctive Decision Rule

54
Q

brands that fall below the cutoff point on any one attribute are eliminated from further consideration.

A

Conjunctive Decision Rule

54
Q

establish a minimally acceptable cutoff point for each attribute

A

Disjunctive Decision Rule

54
Q

Product attributes are identified

A

Lexicographic Decision Rule

54
Q

accept the brand that meets or exceeds the cutoff for any one attribute

A

Disjunctive Decision Rule

55
Q

Lifestyles as a Consumer Decision Strategy

A

Issues in Alternative Evaluation

55
Q

Product attributes are ranked in terms of Importance

A

Lexicographic Decision Rule

55
Q

Change the decision strategy to one that better accommodates for the missing information

A

Coping with missing information

55
Q

Brands are compared in terms of the attribute considered most important

A

Lexicographic Decision Rule

55
Q

Get products into consumers evoked set

A

Information search and marketing

56
Q

If there is a tie, the scores on the next attribute are considered

A

Lexicographic Decision Rule

56
Q

Brand that scores highest on the first attribute is chosen

A

Lexicographic Decision Rule

56
Q

Non-comparable Alternatives

A

Issues in Alternative Evaluation

56
Q

Incomplete Information

A

Issues in Alternative Evaluation

57
Q

Delay decision until missing information is obtained

A

Coping with missing information

57
Q

Series of Decisions

A

Issues in Alternative Evaluation

57
Q

Consumption Vision –Mental picture of the consequences of using a particular product

A

Issues in Alternative Evaluation

57
Q

Identify decision rule used by target market and use suitable promotional messages

A

Alternative Evaluation and Marketing Strategy

57
Q

Infer the missing information

A

Coping with missing information

57
Q

Ignore missing information and use available information

A

Coping with missing information

58
Q

Limit information search if your brand is the preferred brand

A

Information search and marketing

58
Q

Increase information search if your alternative is not the preferred brand

A

Information search and marketing

58
Q

Influence the choice of evaluative criteria

A

Alternative Evaluation and Marketing Strategy

58
Q

Influence the rating of your product on evaluative criteria used

A
58
Q

Use surrogate indicators effectively.

A

Alternative Evaluation and Marketing Strategy

58
Q

Use point-of-purchase advertising effectively.

A

Information search and marketing

58
Q

Use consumption vision’

A

Alternative Evaluation and Marketing Strategy

mktg finals 50 (7 decks)

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