The consumer decision process

Question 1

What are the 3 stages of the decision process?

Answer 1

Pre-purchase
Consumption
Postpurchase

Question 2

Within pre-purchase stage what are the 4 phases?

Answer 2

1) Stimulus (Commercial, social, physical)
2) Problem awareness (need or want)
3) Information search - Evoked set, internal search (passive), external (active)
4) Evaluation of alternatives (non systematic and systematic linear/lexicographic)

Question 3

What is the consumption process?

Answer 3

Buying, using and disposing of a product/service.

Question 4

What is cognitive dissonance?

Answer 4

During the post purchase evaluation this refers to buyers regret or doubt.

Question 5

What are the 8 types of risk associated with services?

Answer 5

1) Financial Risk
2) Performance risk
3) Physical risk (injury)
4) Social status
5) Psychological (self esteem)
6) Standardisation (services are never the same-heterogeneity)
7) Sensory (see, hear, smell, feel)
8) Time (to and from, service)

Question 6

What is is the expectancy dis-confirmation model?

Answer 6

Customers evaluate performance by comparing expectations and perceptions of actual service delivery.

Question 7

What is the perceived control theory?

Answer 7

That customers have a higher level of satisfaction when they perceive they have a high level of control over a situation.

Question 8

What is role theory?

Answer 8

Defines and guides expected behaviour in various situations

Question 9

What is script theory?

Answer 9

Mental or scripted structures that guide transactions