The Buyer Behavior Process (5) Flashcards
What is the buyer process?
the stages that consumers go through when deciding to purchase and consume a product
Will the buyer process be different for a consumer wanting to buy toilet paper vs. a car?
Yes
What are the steps/stages of the buyer process (in chronological order)?
- Need recognition
- Information search
- Evaluation of Alternatives
- Purchase
- Reaction
In need recognition the consumer ______ that he or she has a _____ to be filled
recognizes, need
In information research the consumer _____ for ______ regarding the options for purchase or consumption.
searches, information
What does the consumer do during the evaluation of alternatives stage of the buying process?
The consumer looks at the different viable options and weighs the upsides and downsides of each;
During the purchasing stage, the consumer decides to purchase, including ____ and ___ to purchase.
where, how
What is an another name for the reaction stage/step?
post-purchase behavior
During post-purchase behavior, the consumer has _____ the product and is either ______ or ________.
consumed, pleased, displeased
What is consumption?
- using goods and services to fulfill needs.
Consumption is either actual ______ consumption, such as consuming a hamburger, or it is consuming a ______, such as getting teeth cleaned at the dentist.
physical, service
Consumption is using goods or services to fulfill ______.
needs
The buyer process is structured in terms of…
stages/steps
During the evaluation stage the consumer –_______ and _______ the different available options that he or she has found
compares, contrasts
a _____ is a gap between his or her current state and his or her desired state.
need
What is a need?
a gap between his or her current state and his or her desired state
a need is a gap between his or her _____ state and his or her _______ state
current, desired
Marketing can serve as an external cue of a _______, either by pointing out a new desired state for a consumer or by showing how the consumer’s current state is insufficient.
need
How can marketing make the consumer recognize a need ?
most of us have seen a television or magazine ad for a cool new product with “amazing features” or a trendy fashion item that we didn’t need at all before seeing the advertisement. After seeing the ad, we had a new desired state: to own that product and experience the benefits from it.
Marketers make the consumer recognize a need by acknowledging a current ______ (being safe at home) and explaining how a product or service would _____ meet that need (a new alarm system that would signal any intruders approaching).
need, better
When a consumer starts searching for information, often the first place he or she looks is to his or her own experience or memory. This is called an ______ ______
internal search
The brands that a consumer first recalls from memory reflect his or her _____ ___ _____ _______.
top of mind awareness
After recalling brands from memory, a consumer disregards any options that would be obviously unsuitable. All of the options that are left become part of the _____ ___
consideration set
What is the consideration set?
choices that a consumer considers and evaluates for consumption.
Information about a brand that a consumer recalls from memory relates to the concept of ______ ________.
brand awareness
If a company has developed brand awareness for a product — particularly brand recall — then it is more likely the consumer will remember it and include it in his or her consideration set for future purchase.
What is search engine optimization?
It is a good idea to make sure that the product or company marketing content appears in search results when consumers search for product information using search engines such as Google. Marketers accomplish this through SEO for the company website.
______ ______ are the product attributes that are important to consumers
evaluative criteria
What are two examples of evaluative criteria?
Price and color
At the purchase point in the buyer behavior process, the consumer makes the purchase decision of which product to purchase and also chooses ____, _____, and ___ to purchase the product.
where, when, how
One of the goals of marketing in the purchase stage is to _____ consumers in making the purchase decision so that they can actually follow through on a purchase.
assist
______ _____ occurs when a customer regrets a purchase decision.
buyers remorse
It’s ideal for a ______ to love the product, tell others about it, and repurchase.
customer
What is a low-involvement purchase?
For a low-involvement purchase, the purchase doesn’t cost much or there is not a risk for the consumer if he or she makes a purchase mistake. Low-involvement purchases are simpler and made more frequently.
What is an example of low-involvement purchases?
routine purchases
What is another name for a routine purchase?
habitual purchase
What is an impulse purchase?
purchases made with very little thought or planning.
____-_____ ______ are purchases of greater consequence to the consumer.
high-involvement purchases
They are often more costly, riskier (to the consumer’s bank account, well-being, status, etc.), and made less frequently.
Because consumers are often concerned about the risk they might incur with a high-involvement purchase, _______ such as warrantees or money-back guarantees are helpful to those making these purchase decisions.
assurances
When marketing services to consumers during the _____ process, it’s important to remember the _____ nature inherent in purchasing services.
buying, risky
Buyers have to depend more on the credibility and trustworthiness of the service provider.
