Chapter 5

Question 1

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?

Answer 1

What is Consumer Behavior

Question 2

*Problem Recognition
*Information Search
*Evaluation of Alternatives
*Purchase Decision
*Post Purchase Assessment
These are the 5 step process of____?

Answer 2

Purchase Decision Process

Question 3

What is the marketers role in Problem Recognition?

Answer 3

Identify new or existing consumer need

Question 4

What is the marketers role in information search?

Answer 4

Create product awareness and educate on benefits

Question 5

What is the marketers role in Evaluation of Alternatives?

Answer 5

Help consumers make comparisons that address their important evaluation criteria.

Question 6

What is the marketers role in Purchase Decision?

Answer 6

Prompt consumers to purchase

Question 7

What is the marketers role in Post Purchase Assessment?

Answer 7

Encourage product usage and help them feel good about their decision to drive loyalty

Question 8

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?

Answer 8

Problem Recognition

Question 9

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?

Answer 9

Evaluation of Alternatives

Question 10

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?

Answer 10

Information Search

Question 11

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?

Answer 11

Purchase Decision

Question 12

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?

Answer 12

Post Purchase Assessment

Question 13

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?

Answer 13

Customer Journey

Question 14

If Brand Differences = Significant Involvement = High
Then the type of Buying Decision is?

Answer 14

Complex Buying Behavior

Question 15

If Brand Differences = Significant
Involvement = Low
Then the type of Buying Decision is?

Answer 15

Variety Seeking Behavior

Question 16

If Brand Differences = Few
Involvement = High
Then the type of Buying Decision is?

Answer 16

Dissonance Reducing Buying Behavior

Question 17

If Brand Differences = Few
Involvement = Low
Then the type of Buying Decisions is?

Answer 17

Habitual Buying Behavior

Question 18

Buying Decision example
*Car
*House
Which Buying Decision is this?

Answer 18

Complex Buying Behavior

Question 19

Buying Decision example
*Clothes
*Ice Cream
*Drinks
*Protein Bars
Which Buying Decision is this?

Answer 19

Variety Seeking Behavior

Question 20

Buying Decision Example
*Patio
*Couch
Which Buying Decision is this?

Answer 20

Dissonance Reducing Buying Behavior

Question 21

Buying Decision Example
*Toilet Paper
*Bread
*Salt & Pepper
*Copy Paper
Which Buying Decision is this?

Answer 21

Habitual Buying Behavior

Question 22

If you only remember 3 things…1

Answer 22

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

Question 23

If you only remember 3 things…2

Answer 23

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

Question 24

If you only remember 3 things…3

Answer 24

3.Not all buying decisions are created equal, and consumers INVOLVEMENT and the BRAND DIFFERENCES will dictate their purchase decision process