Chapter 7 Flashcards
3 ways to disrupt habitual buying
Technology: it always updating and improving causing the old products to be obsolete so the buyer switches to the new product
Product Sampling: when you get buyers to experience your product without cost they are more likely to try buying it
Advertising: persuade customers to at least try thier product once. can give logical reasons why or entertain so that it sticks in thier brain
factors that influence consumer behavior
Marketing mix
Buying situation
Cultural factors: culture, subculture, social class
social factors: family, reference groups, opinion leaders
psychological factors: perception, motivation, learning, beliefs, attitudes
individual factors: gender, age, family life-cycle
selective attention
screen out information
selective distortion
interpret information to support belief
selective retention
remember good/bad points
Cultural factors exert the broadest and deepest influence on behavior T/F?
True
Buying process
Problem recognition: seeing a need
Information search: seeking value
evaluation of alternatives: assessing value
Purchase: buying value
Post-purchase evaluation: consuming, experiencing, using, and evaluating value
Information search: internal vs. external
internal search: personal experience using the product
External search:
- personal–family, friends
- public–consumer organizations
- commercial–advertising, sales people, company website
What are the three levels of problem solving?
routine
limited
extensive
Routine problem solving
low involvement frequently purchased inexpensive little risk little information
extensive problem solving
high involvement infrequently purchased expensive high risk much information
Buying center
influencers: affect the outcome decision with their opinions
deciders: have the final decision to buy
buyers: purchaser
gatekeepers: control the flow of information
users: one who uses the product or service
