Mark 3000 Chapter 6 Flashcards
what are the steps in the consumer decision process?
-need recognition
-information search
-alternatives evaluation
-purchase
-post purchase
what does it mean to need recognition?
consumers SEE that they have a need for something and decide to fulfill that need
what does it mean to search for information?
the consumer tries to figure out how they can fulfill their need through two search options
what are the two search options consumers use to search for information?
internal and external
what does external search for information mean?
using every thing OUTSIDE their personal knowledge
what does internal search for information mean?
using their own personal knowledge
what is internal locus of control?
when people they they control the outcomes of their outcomes
what is external locus of control?
when people tend to leave everything up to fate
what type of people tend to not do a lot of research ?
people who use external locus of control
what is the evaluation of all options available to solve the problem to see which one is best?
alternative evaluation
what includes ALL choices?
universal set of attributes; literally every single choice of product under the sun that could fulfill a person’s need
what are those brands or stores that can readily brought forth from memory ?
retrieval set of attributes
what are brands that are actually considered when trying to make a choice between alternatives?
evoked set of attributes
what type of attributes do firms want to get into by maximizing buying potential for their products?
evoked set of attributes
what are consumer decision rules?
a set of criteria that consumers use to select between alternatives
what are the two types of consumer decision rules?
compensatory and non compensatory
what type of decision rule is when the characteristics between goods are traded off so that good characteristics are balance between bad? (the one will more good will beat the bad)
compensatory decision rule
what type of decision rule is when there’s one deal breaking characteristic and a product is chose based on how well it fits that characteristic?
non compensatory decision rule
which product did you actually buy?
purchase
do you even buy a product or decide to re-evaluate and do more research?
purchase
what is the conversion rate?
the percent of customers who actually PURCHASE the product after looking at it
how do the customers feel after buying the product?
post purchase
what are the three post purchase scenarios ?
-they are satisfied
-they experience buyer’s remorse
-they are NOT happy
what psychological factors influence the consumer decision process?
-motives
-attitudes
-perceptions
-learning
-lifestyles
-demographics
what method is used to classify peoples methods?
Maslows hierarchy of needs
what are Maslows hierarchy of needs?
- physiological needs
- safety needs
- love needs
- esteem needs
- self actualization
what are physiological needs?
what you need to just survive
what are safety needs?
what you need to stay safe
what are love needs?
needs expressed through interaction with other people
what are esteem needs?
needs that let you fulfill inner desires
what is self actualization?
you have no more needs and are completely satisfied
what are the 3 types of attitudes?
cognitive, affective and behavioral
what is cognitive behavior?
your beliefs
what is affective behavior
how do you feel about the issue/brand?
what is behavioral attitudes?
what moves do you make to solve a problem?
what is a change in a persons thought process or behavior that takes place ?
LEARNING
what are social factors that can influence the consumer decision process?
family, reference groups, culture
what affect does children have on consumers?
children DIRECTLY influenced buying decisions —>especially snacks, foods, clothes, and family cares
what are people that are used by marketers as a BASIS for comparison?
reference groups
what are situational factors influencing the consumer decision process?
-purchase situation
-shopping situation
-crowding
-in store demonstrations
-promotions
-packaging
how involved is the customer in the buying decision and how interested are they in the product they end up buying?
you are either very involved or dont really give a shit, depending on what kind of purchase it is
what is high involvement?
-you care a lot
- a lot of risk involved in this purchase/ expensive
-messing up this purchase could mean it negatively impacts your life
what is low involvement?
-low risk purchases
-low cost
what are the types of problem solving?
extended, limited and habitual
what is extended problem solving?
you spend a lot of time and effort into analyzing purchase
what is limited problem solving?
you put in a medium amount of effort
what is habitual problem solving?
you barely put any thought in to it
