Chapter 3 - Costumer Behavior Flashcards
5 steps to the consumer purchase decision process
- Problem recognition
- information search
- evaluation of alternative
- purchase decision
- Post-purchase behavior
(decision process) Problem recignition
A problem that suddenly occurs to the customer, realizing that there’s a need
(decision process) information search
Beginning to search for information about what product and service will satisfy the newly discovered need.
(decision process) Evaluation of alternative
The information search tends to clarify the problem for the customer by suggesting criteria, or points to consider, for the purchase
(decision process) Purchase decision
3 choices remain: Chosen brand, from whom to buy, and when to buy. The choice of which wireless provider to buy from will depend on such considerations as the provider’s location, your experience from buying from that provider and the return policy.
(decision process) Post-purchase behaviour
Customers compare it with their expectations and are either satisfied or dissatisfied.
Involvement and problem-solving 3 variations
- Routine problem solving
- limited problem solving
- extended problem solving
(3 variations) Routine problem solving
such as buying tissues when you have a cold, requires a lot of effort
(3 variations) limited problem solving
may occur when customer decides to compare and decide upon different brands, such as refreshments
(3 variations) Extended problem solving
routinely involved around time and considerations in each of the 5 distinct stages of the customer purchases decision process. (examples like buying electronics extended problem solving)
5 situational influences
- purchase task
- social surroudings
- Physical surroudings
- temporal effects
- Antecedent states
(5 situational influences) Purcahse task
The reason you’re making a purchase affects how you shop. If you’re buying for yourself, you may be careful with spending. But if it’s a gift, you might be willing to spend more, especially if the gift is something others will see and judge.
(5 situational influences) Social surroudings
The people around you can impact your shopping choices. For example, research shows that when two women shop together, they tend to spend more time (and possibly money) in a store than if they were shopping alone.
(5 situational influences) Physical surroundings
Things like lighting, music, and how crowded a store is can change your shopping experience. A busy store, like an Apple Store full of people, might attract shoppers because it seems exciting. But for others, too much crowding can be overwhelming and make them want to leave.
(5 situational influences) antecedent states
The time of day or how much time you have affects your choices. For example, if you’re in a rush, you might grab a quick meal instead of sitting down for a long lunch.
(5 situational influences) temporal effects
How you feel and how much money you have can influence what you buy. If you’re in a good mood, you might spend more. If you’re worried about money, you might be more careful with your purchases. Many Canadians are in debt, and this affects how they decide to spend their money.
