ij Flashcards
What are Consumers Decisions? Whether to Buy a Product at all
What feature (versus price) tradeoffs to accept?
What is the Consumer Decision Process? Problem recognition
information search
What is problem recognition When the buyer becomes aware of a difference between desired state and actual state
What are the drivers of problem recognition Dissatisfaction with Current State
Desire to Take Action to Achieve the Desired State
How does problem recognition occur? opportunity recognition
What are sources of stimuli internal stimuli
external stimuli
What are types of external stimuli a problem stimulus
a solution stimulus
What are problem recognition situations stock depletion
life stage changes
What is the awareness set? All of the brands which the consumer is aware
What is the evoked set? Brands the consumer could recall in memory
What is the inert set Brands the consumer could not recall in memory
What is consideration set? Brands considered
What is inept set? Brands not considered
What are sources of information? marketers source
non-marketers source
What are marketers source advertising
sales promotion
What are non marketer sources personal sources
independent sources
What are personal sources friends
personal acquaintances
What are the independent sources public information
product or service experts
What is the rule of thumb for search strategies? Quick Inference
Brand Name
What is systematic information search? Organized
Effort
What is heuristic information search? Ad Hoc
Convenience Based
What is the step 1 in determinants of information search? Cognitive Style(Simplifiers vs Extenders)
Problem Complexity(Routine
What is step 2 in determinants of information search? Perceived Risk
Involvement
What are the determinants of evaluation criteria? Motives/Needs
Available Features
