Class 9

Question 1

What are the 5 stages of consumer decision making?

Answer 1

1. Problem Recognition
2. Research information
3. Evaluation of alternative
4. Purchase Decision
5. Consumption & Learning

Question 2

What are the 3 types of alternatives?

Answer 2

inert: not come to mind
Inept: not what you were looking for
Evoked: what you take into consideration

Question 3

What are the two types of evoked set of alternative?

Answer 3

1. Retrieval (from memory)

2. Prominent product in environment (ads)

Question 4

What is the 3 levels of categorization?

Answer 4

1. superordinate level (categorie ex: dessert)
2. Basic Level (simple categories ex: non-healthy or healthy)
3. Subordinate level (all the choices devided for all categories)

Question 5

What are the 4 implication of product categorization?

Answer 5

Positioning
Competitors
Exemplar Product
Locating Products

Question 6

What is consumer inertia?

Answer 6

The tendency to buy a brand out of habit merely because it requires less effort

Question 7

What is brand loyalty?

Answer 7

Repeated purchasing behaviour that reflect a concious decision to continue buying the same brand

Question 8

What is the evaluation of criteria?

Answer 8

Its the dimensions used to judge merits of competing options

Question 9

What is determinant attributes?

Answer 9

the features we use to differentiate among our choice

Question 10

What is non-compensatory rules?

Answer 10

poor in one attributes may eliminate the choice despite its strenght in another

Question 11

What is compensatory rules?

Answer 11

One poor attribute cam compensated by other good attributes

Question 12

what are the 4 types of non-compensatory rules?

Answer 12

Lexicographics: best in the most important criteria
Elimination by aspect rules: eliminate with cut-off
Conjunctive: keep if all criteria in over the cut-off
Disjunctive: the option is kept if over one criteria

Question 13

What are the 2 types of compensatory rules?

Answer 13

simple additive: sum of the scores of each attributes

weighted additive: score based on the weight of the criteria

Question 14

What is the two stage decision process?

Answer 14

1. Awareness set
2. non-compensatory methods
3. consideration set
4. Compensatory methods
5. choice

Question 15

What is the prospect theory?

Answer 15

Consumer are loss adverse, consumer faces options involving gain vs losses.

Question 16

What is psychological time?

Answer 16

its the consumer perception of time (flow, occasion, deadline, leisure, time to kill)

Question 17

What are the four dimensions of time?

Answer 17

Social: me vs other
Temporal: significance of past, present, future
Planning: analytical to spontenaous
Polychronic:

Question 18

Whats Queuing theory?

Answer 18

mathematical study of waiting line
Waiting=good quality
too much=negative
Marketers have to use tricks

Question 19

What are the 5 types of shopping orientation?

Answer 19

Economic
Personalized
Ethical
Apathetic
Recreational

Question 20

What are e-comm pros and cons?

Answer 20

Good consumer service, technology value for short run product, other services

security, shopping experience, shipping charges

Question 21

what is expectancy disconfirmation model?

Answer 21

consumers form beliefs based on prior prformance

Question 22

What are 3 ways consumers can act on dissatisfaction?

Answer 22

voice response: retailer directly
private response: to friend or boycott
third-party: legal actions, yelp, etc