Chapter 5 Flashcards
The study of consumers and the PROCESS they use to CHOOSE, CONSUME, and DISPOSE of products and services, including consumers’ EMOTIONAL, MENTAL, and BEHAVIORAL responses
What is this definition describing?
What is Consumer Behavior
*Problem Recognition
*Information Search
*Evaluation of Alternatives
*Purchase Decision
*Post Purchase Assessment
These are the 5 step process of____?
Purchase Decision Process
What is the marketers role in Problem Recognition?
Identify new or existing consumer need
What is the marketers role in information search?
Create product awareness and educate on benefits
What is the marketers role in Evaluation of Alternatives?
Help consumers make comparisons that address their important evaluation criteria.
What is the marketers role in Purchase Decision?
Prompt consumers to purchase
What is the marketers role in Post Purchase Assessment?
Encourage product usage and help them feel good about their decision to drive loyalty
In purchase decision process example
*His friends don’t have time for him anymore now that they’re dating
*Wonders if he should date someone
What of the 5 steps of purchase decision process is this?
Problem Recognition
In purchase decision process example
*Feels some chemistry with Eva, Claire, and Ciara and checks out their social media accounts
*Asks around to see what these girls are like
Which of the 5 steps of purchase decision process is this?
Evaluation of Alternatives
In purchase decision process example
*Starts paying attention to the girls around him in class
*Downloads a dating app or two
*Asks his friends for recommendations
Which of the 5 steps of purchase decision process is this?
Information Search
In purchase decision process example
*Asks Claire out for a date, she says yes and they start to dating
Which of the 5 steps of purchase decision process is this?
Purchase Decision
In purchase decision process example
*His friends ask him over a video game how its going with Claire and he realizes he just not into her anymore and would rather hang with the boys
Which of the 5 steps of purchase decision process is this?
Post Purchase Assessment
1.Sees product on social
2.Seaches
3.Adds to Cart
4.Abandons Cart
5.Gets Email
6.Crowdsources
7.Buys
This is an example of what?
Customer Journey
If Brand Differences = Significant Involvement = High
Then the type of Buying Decision is?
Complex Buying Behavior
If Brand Differences = Significant
Involvement = Low
Then the type of Buying Decision is?
Variety Seeking Behavior
If Brand Differences = Few
Involvement = High
Then the type of Buying Decision is?
Dissonance Reducing Buying Behavior
If Brand Differences = Few
Involvement = Low
Then the type of Buying Decisions is?
Habitual Buying Behavior
Buying Decision example
*Car
*House
Which Buying Decision is this?
Complex Buying Behavior
Buying Decision example
*Clothes
*Ice Cream
*Drinks
*Protein Bars
Which Buying Decision is this?
Variety Seeking Behavior
Buying Decision Example
*Patio
*Couch
Which Buying Decision is this?
Dissonance Reducing Buying Behavior
Buying Decision Example
*Toilet Paper
*Bread
*Salt & Pepper
*Copy Paper
Which Buying Decision is this?
Habitual Buying Behavior
If you only remember 3 things…1
1.Consumer behavior is the study of consumers and the PROCESSES they use to CHOOSE, CONSUME, and DISPOSE of products and services, including consumers’ EMOTIONAL, MENTAL, and BEHAVIORAL responses
If you only remember 3 things…2
2.Understand a product’s PURCHASE DECISION PROCESS is a foundational element of consumers behavior as it allows a company to identify the right ways and moments to introduce consumers to their products
If you only remember 3 things…3
3.Not all buying decisions are created equal, and consumers INVOLVEMENT and the BRAND DIFFERENCES will dictate their purchase decision process
