CHAPTER FIVE Flashcards
What is consumer behavior?
The behaviour displayed by consumers when searching for, purchasing, using, evaluating, and disposing of products and/or services
Only when the consumer is understood can it be _____________ by marketing activities
INFLUENCED
How do marketers provide value and satisfy their needs to consumers?
They must understand their behavior and their decision-making process
What is the Consumer making Process?
- Need recognition and problem awareness
- Information search
- Evaluation of alternatives
- Purchase
- Post-purchase evaluation
What happens during the needs recognition stage?
During this stage, the assumption is made that the consumer has an unfulfilled need (consumer’s actual state and desired state)
Consumers can become aware of their needs by means of several ___________. Consumer’s experience ‘_______ moments’ (small momentary instances when they are influenced)
triggers
micro
True or false, Marketers can play a role in needs recognition
True
What is an information search and where is it derived? [2]
1.Consumer search for information that will assist them in selecting the most suitable option to satisfy their needs
2.The information search an be derived internally or externally
What are sources of information? [3]
What is na evaluation of alternatives?
Includes consideration of the information collected during stage 2 and the evaluation of alternatives that are available
What is the purchase decision?
The consumer decision making process is when the consumer makes a choice about whether or not to purchase the product or service
What do marketers need to emphasize during this process?
Marketers need to place emphasis on the point-of- purchase/checkout touch point where consumers purchase their products, as consumers can still decide against at any point in the process
What is Post-purchase behaviour?
Consumers often doubt their purchases, in particular when they have spent large sum of money
The mixed emotion and this process of doubt is referred to as ____________ ___________
cognitive dissonance
Define Cognitive dissonance
Cognitive dissonance is defined as the inconsistent thoughts, beliefs or attitudes held by consumers after making a decision or engaging in particular behaviour
What is the importance of Consumer Involvement?
Involvement is simply defined as the amount of time and effort that is invested by a consumer (potential buyer) in the search, evaluation and decision-making processes associated with consumer behaviour.
What factors determine a consumer’s level of involvement [5]
- Previous experience
- Interest
- Perceived risk
- Situation
- Social visibility
What is a high involvement decision?
Sometimes the decision forms part of a long, explicit process where the consumer consciously spends time and effort finding and comparing options
* For example, when buying a new car or house
What is the high involvement decision process? [4]
Here are some things for marketers to consider:
*Multiple ______ points are more likely to influence consumers’ decisions
* Buying decisions may be made over ______ periods of time
* Options are __________ among competitors
* _____ is usually less important as a variable
* Consumers will closely ___________ their purchases (watch out for cognitive dissonance!)
touch
long
weighted
cost
evaluate
What is a low involvement decision?
Consumer decision making more often occurs quickly and implicitly, without extensive planning and deliberation
- Low involvement decisions are made ________ in a traditional marketing environment
- They rely more on ________ -of-sale marketing to influence the consumer’s purchase
- These buying decisions usually satisfy lower segments on __________ Hierarchy of Needs because they are easier to comprehend
- _____________ types of content are best for these types of decisions because not as much information is needed to make a purchase
quickly
point
Maslow’s
Shorter
What do marketeers consider in terms of low involvement decisions? [5]
Use traditional marketing like TV, radio, product descriptions, and displays
* Familiarity of products is extremely important
* Usually, a quick decision
* Cost is usually a major part of the decision
* Local search strategies are moving into this type of decision process
What are three types of consumer decisions? [3]
- Routine decision making 2. Limited decision making 3. Extensive decision making
What does ROUTINE decision making involve? [2]
- Low involvement
- The time required to make a decision is short and the product is inexpensive
What does LIMITED decision making involve? [2]
- The consumer is more involved than during routine decision making
- LESS involved than during extensive decision making
What does EXTENSIVE decision making involve? [2]
- High involvement
- The time required to make a decision is usually long and the product is expensive
What happens during STEP 1: (Needs recognition) of the consumer decision making process? [2]
- During this stage the assumption is made that the consumer has an unfulfilled need
- Consumers can become aware of their needs by means of several triggers.
What happens during STEP 2: (Information search) of the consumer decision making process? [4]
- Consumers search for information that will assist them in selecting the best option to satisfy their needs.
- The information search can be both internal and external.
- Internal information derives from the consumer’s existing knowledge and experience.
- External information is collected from both commercial (e.g., marketing messages, company websites and sales consultants) and non- commercial sources (friends, family, colleagues, and social networks).
What happens during STEP 3 of the consumer decision making process? [1]
Stage 3 includes consideration of the information collected during stage 2 and the evaluation of alternatives that are available.
What happens during STEP 4 of the consumer decision making process? [2]
- Stage 4 in the consumer decision making process is when the consumer makes a choice about whether or not to purchase the product or service.
- Marketers have to familiarise themselves with the point-of-purchase settings where consumers purchase their products, as consumers can still decide against at any point in the process
What happens during STEP 5 of the consumer decision making process? [4]
- Consumers often doubt their purchases, in particular when they have spent large sums of money.
- This process of doubt is referred to as cognitive dissonance.
- Cognitive dissonance is defined as the inconsistent thoughts, beliefs or attitudes held by
consumers after making a decision or engaging in particular behaviour. - Marketers who acknowledge that consumers sometimes experience cognitive dissonance
can plan in advance to assist their customers in dealing with such feelings.
