Quiz 5 Flashcards
Levels of Consumer Decision Making
• Extensive Problem Solving
• Limited Problem Solving
• Routine
Response Behavior
Purchasing situations that necessitate a significant amount of effort because the buyer has no prior experience or knowledge of the product or suppliers.
Extensive Problem Solving
used for products purchased occasionally or when buyers need to acquire information about an unfamiliar brand in a familiar product category
Limited Problem Solving
buying situation in which the buyer has had considerable past experience.
Routine response behavior
Consumer Decision Making
– The Process
• Need Recognition
• Pre-Purchase Search
• Evaluation of Alternatives
The realization that there is a difference between actual and desired states
Need Recognition
TYPES OF PROBLEMS
- Active problems
- Inactive problems
• those you are aware of and those that require immediate solutions
Active Problems
those that you are not yet aware of (but exist) and those that do not require immediate solutions
Inactive problems
Pre-Purchase Search
- Types of information sources
- Types of information sought
- Factors affecting Extent of Information Search
Types of Information Sources
• Personal
• Impersonal
• Friends
• Neighbors
• Relatives
• Co-workers
• Computer salespeople
• Calling the electronics store
Personal
• Newspaper articles
• Magazine articles
• Consumer Reports
• Direct-mail brochures
• Information from product advertisements
• Internal web site
Impersonal
Types of Information Sought
• Brands or alternatives available
• Evaluative criteria to be used – Generally, product features
• Ratings of brands on evaluative criteria
