Chapter 6 - Consumer Decision Making Flashcards
1
Q
What is consumer behavior?
A
describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services.
2
Q
What is value?
A
a personal assessment of the net worth one obtains from making a purchase.
3
Q
What is perceived value?
A
The value a customer expects to obtain from a purchase.
4
Q
What is utilitarian value?
A
a value derived from a product or service that helps the consumer solve problems and accomplish tasks
5
Q
What is hedonic value?
A
a value that acts as an end in itself rather than as a means to an end
6
Q
What is the cosumer decision making process consumers generally follow?
A
(1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) postpurchase behavior.
