Chapter 5 Flashcards
Consumer decision process
Recognizes a need searches info evaluates and considers alternatives makes the purchase post purchase behaviour (rates)
Need
Desired state is lower than actual state
Information search
Internal and external
Internal information search entails what
Memory and past experience
2 types of external information search
marketing controlled
non marketing controlled
Nonmarketing controlled is
personal experience
personal sources
social media
Marketing controlled is
mass media sales people sales promotion packaging/labeling social media
Third info search
consumer to consumer ( best one)
Factors of info search
knowledge
interest in product
perceived risk
prior experience
Evaluation and purchase
product attributes (evaluating) cutoffs (eliminating other alternatives)
Post purchase behaviour
decision confirmation
cognitive dissonance of the product
Marketing strategies varying levels of involvement
Low - involvement : in - store packaging
Extensive involvement : strategy focuses on what has been learned
2 factors that affect consumer purchasing the most
subculture - attitudes, values, homogeneous group
social class - income, education, wealth
Type of decision making
routine (food)
limited (phone, table)
extensive (car, house)
Reference groups
direct - face to face structure
indirect - no membership
Direct groups
Primary - small informal groups
secondary - larger formal groups
Indirect
Aspirational - group someone wants to join
Nonaspirational - group someone wants to avoid
Cultural influences on consumer purchasing
pervasive
functional
learned
dynamic
Social influencers
Opinion leaders
family
Psychological influences
learning
attitudes
motivation
beliefs
Consumer behaviour
constantly study to see consumers change in buying decisions
