Chapter 6

Question 1

Consumer Decision-Making Process

Answer 1

Cultural, Social, Individual, and psychological factors affect all steps = 1. Need recognition, 2. Information Search, 3. Evaluation of Alternatives, 4. Purchase, 5. PostPurchase Behavior

Question 2

Stimulus

Answer 2

Any unit of input affecting one or more of the five senses..sight, smell, taste, touch and hearing.

Question 3

Understanding Wants & Needs

Answer 3

If marketers don’t understand the target market’s needs, the right good or service amy not be produced.
An excellent way to understand needs is to view them as job statements or outcome statements.
Marketers selling their products in global markets must observe the needs and wants of consumers in various regions.

Question 4

External Information Search- Need Less Info

Answer 4

Less Risk, More knowledge, More product experience, Low level interest, confidence in decision

Question 5

External Information Search- Need More Info

Answer 5

More Risk, less knowledgable, less product experience, high level of interest, lack of confidence

Question 6

Evoked Set

Answer 6

G

Question 7

Post Purchase Behavior

Answer 7

Explain the consumer’s post purchase evaluation process

Question 8

Cognitive Dissonance

Answer 8

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

Question 9

PostPurchase Behavior

Answer 9

Consumers can reduce dissonance by:
Seeking information that reinforces positive ideas about the purchases, Avoiding information that contradicts the purchase decision, Revoking the original decision by returning the product

Question 10

Consumer Buying Decisions and Consumer Involvement

Answer 10

(Less Involvement) Routine Response Behavior, Limited Decision Making, Extensive Decision Making (More Involvement)

Question 11

Involvement

Answer 11

The amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.

Question 12

Routine Response Behavior

Answer 12

Little involvement in selection process *

Question 13

Limited Decision Making

Answer 13

Low Levels of involvement, low to moderate cost goods, evaluation of a few alternative brans

Question 14

Extensive Decision Making

Answer 14

High levels of involvement, high cost goods, evaluation of many brands, long time to decide