Lesson 5 Flashcards
What are the steps in the Consumer Purchasing Process
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase evaluation
. What is Problem Recognition
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.
What are the 2 forms of information search?
Internal Search
External search
What is Internal Search?
the consumer mental recall of images of products might satisfy his or her needs.
What is External Search
The analysis of books, magazines, newspapers, advertisements, public relations activities, in-store displays, and searches on the internet.
What does the time spent on External Search depend on?
(1) ability
(2) motivation
(3) costs
(4) benefits.
Factors influencing information search are?
(1)perceived costs
(2)perceived benefits.
What is Attitude?
mental position taken towards a topic, person, or event.
What does Attitude Consist of?
Affective – feelings and emotions
Cognitive – a person’s mental image
Conative – intentions, actions, or behaviour
Elaboration Likelihood Model (ELM)
This model is based on the belief that individuals take time to consider persuasive communication messages designed to change consumer attitudes.
Central processing route
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.
Peripheral route
paying attention to the marginal cues embedded in the communication message. Repetition makes peripheral cues less important.
Hedonic, experimental model (HEM)
An approach that focuses on customers attention to elements of the message as it relates to emotion, feelings, fun and new or unusual experiences.
Cognitive Mapping
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.
How many models are there in the evaluation of alternative process?
There are three models in the evaluation of alternative process
The Evoke Set Method
This consists of brands a person considers in a purchasing situation. This set may consist of those brings negative feelings, which are not considered.
Multiattribute Approach
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.
Affect Referral
The consumer simply buys the brand for which he or she has the strongest liking or feeling. There is no evaluation.
What is the Purchase Decision
Consumers make purchase decisions by evaluating alternatives.
Reasons why Customers may be Shifted
Situational changes
Desire for variety
Impulse purchase
Advertisement and sales promotion
Influence of friends or relatives.
Post-Purchased Evaluation
a feeling of doubt consumers experienced after a purchase has been made.
Traditional Factors
Demographics
Heredity and home environment
Family life cycle
Cultural environment
Life changing environment
Situational environment
Utility – the value associated with the item
Family life-cycle – different stages of family life
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)
Utility – the value associated with the item
To satisfy physical need
To satisfy psychological need
To satisfy social need
To satisfy emotional need
To satisfy epistemic need ( desire to obtain knowledge)
New Trends-Changes in cultural value and attitudes
Sexual orientation
Use of profanity in public arenas
Tolerance of nudity
Living arrangements (unmarried couples)
Racial tolerance and acceptance of diversity in society.
New Trends
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
