Chapter 5 - Buyer Behavior Flashcards
consumer behavior
The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives
5 steps in the buyer decision process
- need recognition
- information search
- evaluation of alternatives
- purchase decision
- postpurchase behvior
need recognition
- Perception of a difference between the desired state of affairs and the actual situation
- Need can be triggered by internal or external stimuli
Maslow’s hierarchy of needs (bottom to top)
- Physiological needs
- safety needs
- social needs
- esteem needs
- self-actualization needs
types of information search
internal search
external search
internal search
Scan for relevant knowledge in memory
If sufficient, external search not necessary
external search
Seeks information outside personal knowledge
Motivated by desire to make a better choice
Personal sources – most effective
three types of risk
performance
financial
psychological
performance risk
involves the perceived danger inherent in a poorly performing product
financial risk
associated with a monetary outlay
psychological
associated with the way people will feel if the product does not convey the right image
locus of control
- indicates how much control people think they have over the outcomes of various activities
- Can be internal or external
internal locus of control
requires more search
external locus of control
person leaves decision up to fate, chance, or other external factors
what 3 “brands in product” make up a consideration set
- unknown brands found accidentally
- unknown brands found through intentional search
- familiar brands activated from memory (evoked set)
which “brands in product” not included in a consideration set?
Un-recalled brands
evaluative criteria
consist of a set of important attributes about a particular product
determinant attributes
product features that are important to the buyer and on which competing brands or stores are perceived to differ
evaluation of alternatives
Consumers use the set of criteria (decision rules) to quickly and efficiently select from several alternatives
what are 3 common mental shortcuts
price
brand
product presentation
What are the 4 steps leading to post-purchase behavior
purchase
usage
evaluation
satisfaction
satisfaction depends on…
consumers’ comparison of their perceived level of product performance (based on usage) to their expected level of product performance
What are the 5 post-purchase behaviors?
positive word-of-mouth repeat purchase negative word-of-mouth switch to competitor complain to company
cognitive dissonance
The discomfort caused by an inconsistency between consumer expectations and product performance
What is a key to building relationships with customers?
customer satisfaction
3 types of buying decisions
extended decision making
limited decision making
habitual decision making
extended decision making
Involves a substantial amount of search behavior
Substantial cognitive and behavioral effort
limited decision making
Amount of effort ranges from low to moderate
Choices typically are carried out fairly quickly
Impulse buying
habitual decision making
Requires very little cognitive capacity or conscious control
