Chapter 6: Consumer decision making

Question 1

Define consumer behaviour

Answer 1

How consumers make purchase decisions and factors that influence decisions and product use.

Question 2

Consumer decision making process is a 5 step process

Answer 2

1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase
5. Post-purchase behaviour

Question 3

Define engineered demand

Answer 3

Where firms, led by marketers, discover a marketable need not yet known by the consumer.

Question 4

Define consumer to consumer (C2C) reviews

Answer 4

Reviews of products on the vendor’s sites where the products are purchased.

Question 5

Define cognitive dissonance

Answer 5

The inner tension that a consumer experiences after recognizing an inconsistency of values or opinions.

Question 6

List the types of consumer buying decisions

Answer 6

Is a table:
Top row:

1. Limited
2. routine
3. extensive

Left column:

1. Involvement
2. Time
3. Cost
4. Information search
5. # of alternatives

Question 7

Social influences on consumer buying behaviour

Answer 7

Direct:

• Primary
• Secondary

Indirect:

• Aspirational
• Nonaspirational