Lesson 5

Question 1

What are the steps in the Consumer Purchasing Process

Answer 1

Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase evaluation

Question 2

. What is Problem Recognition

Answer 2

1) A problem occurs when a consumer’s desired state is different than that of his or her actual state.

2) Problem recognition creates needs and wants.

Question 3

What are the 2 forms of information search?

Answer 3

Internal Search
External search

Question 4

What is Internal Search?

Answer 4

the consumer mental recall of images of products might satisfy his or her needs.

Question 5

What is External Search

Answer 5

The analysis of books, magazines, newspapers, advertisements, public relations activities, in-store displays, and searches on the internet.

Question 6

What does the time spent on External Search depend on?

Answer 6

(1) ability
(2) motivation
(3) costs
(4) benefits.

Question 7

Factors influencing information search are?

Answer 7

(1)perceived costs
(2)perceived benefits.

Question 8

What is Attitude?

Answer 8

mental position taken towards a topic, person, or event.

Question 9

What does Attitude Consist of?

Answer 9

Affective – feelings and emotions
Cognitive – a person’s mental image
Conative – intentions, actions, or behaviour

Question 10

Elaboration Likelihood Model (ELM)

Answer 10

This model is based on the belief that individuals take time to consider persuasive communication messages designed to change consumer attitudes.

Question 11

Central processing route

Answer 11

giving high degree of attention to the message core elements. Attitudes determined by the central processing route are more firmly held, long lasting and resistant to change.

Question 12

Peripheral route

Answer 12

paying attention to the marginal cues embedded in the communication message. Repetition makes peripheral cues less important.

Question 13

Hedonic, experimental model (HEM)

Answer 13

An approach that focuses on customers attention to elements of the message as it relates to emotion, feelings, fun and new or unusual experiences.

Question 14

Cognitive Mapping

Answer 14

These structures are various linkages the person makes in his or her mind based on assumptions, beliefs, interpretation of the facts, feeling and attitudes about objects, events, and people.

Question 15

How many models are there in the evaluation of alternative process?

Answer 15

There are three models in the evaluation of alternative process

Question 16

The Evoke Set Method

Answer 16

This consists of brands a person considers in a purchasing situation. This set may consist of those brings negative feelings, which are not considered.

Question 17

Multiattribute Approach

Answer 17

The consumer thinks of the brand’s performance and benefits and the importance of each benefit. The higher the brand is rated on benefits, the more likely the brand will be purchased.

Question 18

Affect Referral

Answer 18

The consumer simply buys the brand for which he or she has the strongest liking or feeling. There is no evaluation.

Question 19

What is the Purchase Decision

Answer 19

Consumers make purchase decisions by evaluating alternatives.

Question 20

Reasons why Customers may be Shifted

Answer 20

Situational changes
Desire for variety
Impulse purchase
Advertisement and sales promotion
Influence of friends or relatives.

Question 21

Post-Purchased Evaluation

Answer 21

a feeling of doubt consumers experienced after a purchase has been made.

Question 22

Traditional Factors

Answer 22

Demographics
Heredity and home environment
Family life cycle
Cultural environment
Life changing environment
Situational environment
Utility – the value associated with the item

Question 23

Family life-cycle – different stages of family life

Answer 23

Being single
Newly web with no children
First families (with young children)
Full nest ( with growing teenage children)
Empty nest (children move out)
Remaining partner (following death of spouse)

Question 24

Utility – the value associated with the item

Answer 24

To satisfy physical need
To satisfy psychological need
To satisfy social need
To satisfy emotional need
To satisfy epistemic need ( desire to obtain knowledge)

Question 25

New Trends-Changes in cultural value and attitudes

Answer 25

Sexual orientation
Use of profanity in public arenas
Tolerance of nudity
Living arrangements (unmarried couples)
Racial tolerance and acceptance of diversity in society.

Question 26

New Trends

Answer 26

Cocooning – spending long hours at home
Indulgence and pleasure binges (excessive indulgence in an activity, especially eating, drinking, or taking drugs)
Excitement and fantasy
Emphasis on health
Clanning - visits to friends and relatives