Consumer Behavior Exam 4|33 Accurate
Questions and Answers
What are the types of consumer decisions? - -Nominal decision making
Limited decision making
Extended decision making
- Problem Recognition: - -Occurs when an individual senses a discrepancy
between what he or she perceives to be the desired versus the actual state.
(More about this on later slides)
- Consumer Decision Process - -1. Need Recognition
2. Information Search
3. Alternative Evaluation & Selection
4. Outlet Selection & Purchase
5. Consumption
6. Post-consumption Evaluation
7. Divestment
- Purchase Involvement: - -A consumer's degree of concern with making the
right choice in a buying decision.
- Product Involvement: - -A consumer's level of interest in a product
category.
- What is the nature of information search? - -Once a problem is recognized
by a consumer, they begin a process of searching internally for a solution,
then externally (if necessary).
- nominal decision making - -referred to as habitual decision making, in
effect involves no decision per se
low involvement purchase
limited internal info search (LTM)
repeat, brand loyal
no post eval
- limited decision making - -the type of decision making that requires a
moderate amount of time for gathering information and deliberating about
an unfamiliar brand in a familiar product category
, internal and limited external search
few alternatives
middle ground decisions
limited post eval
- extended decision making - -high involvement purchase
extensive internal and external information search
complex evaluation of multiple alternatives
significant post purchase evaluation
- What is the nature of problem recognition? - -the result of a discrepancy
between the consumer's actual state and desired state
desired lifestyle vs current situation
- types of consumer problems - -- Active problems: consumer is aware of or
will become aware of in the normal course of events
- Inactive problems: consumer is not aware; didn't know you needed it;
mkter must create problem recognition
- Internal Search : - -Search of long-term memory to determine if
a satisfactory solution is known
what are types of potential solutions, and
ways to compare the possible solutions.
- External Search : - -If a resolution is not reached through internal search,
then the search process is focused on relevant external information.
Search can occur in the absence of problem recognition. Ongoing search is
done to acquire information and because the process is pleasure.
- evaluative criteria - -The features or characteristics required to meet the
consumer's needs
Depending on what the consumer knows about the product they may need
to seek outside sources to determine the proper evaluative criteria to use.
- four categories of decision alternatives - -awareness set
inert set (neutral)
inept set (negative)
evoked set/consideration set (positive)
- What marketing strategies affect information search on the Internet? - -
driving a firms info to consumers
banner ads
permission-based e-mail (PBE)
Questions and Answers
What are the types of consumer decisions? - -Nominal decision making
Limited decision making
Extended decision making
- Problem Recognition: - -Occurs when an individual senses a discrepancy
between what he or she perceives to be the desired versus the actual state.
(More about this on later slides)
- Consumer Decision Process - -1. Need Recognition
2. Information Search
3. Alternative Evaluation & Selection
4. Outlet Selection & Purchase
5. Consumption
6. Post-consumption Evaluation
7. Divestment
- Purchase Involvement: - -A consumer's degree of concern with making the
right choice in a buying decision.
- Product Involvement: - -A consumer's level of interest in a product
category.
- What is the nature of information search? - -Once a problem is recognized
by a consumer, they begin a process of searching internally for a solution,
then externally (if necessary).
- nominal decision making - -referred to as habitual decision making, in
effect involves no decision per se
low involvement purchase
limited internal info search (LTM)
repeat, brand loyal
no post eval
- limited decision making - -the type of decision making that requires a
moderate amount of time for gathering information and deliberating about
an unfamiliar brand in a familiar product category
, internal and limited external search
few alternatives
middle ground decisions
limited post eval
- extended decision making - -high involvement purchase
extensive internal and external information search
complex evaluation of multiple alternatives
significant post purchase evaluation
- What is the nature of problem recognition? - -the result of a discrepancy
between the consumer's actual state and desired state
desired lifestyle vs current situation
- types of consumer problems - -- Active problems: consumer is aware of or
will become aware of in the normal course of events
- Inactive problems: consumer is not aware; didn't know you needed it;
mkter must create problem recognition
- Internal Search : - -Search of long-term memory to determine if
a satisfactory solution is known
what are types of potential solutions, and
ways to compare the possible solutions.
- External Search : - -If a resolution is not reached through internal search,
then the search process is focused on relevant external information.
Search can occur in the absence of problem recognition. Ongoing search is
done to acquire information and because the process is pleasure.
- evaluative criteria - -The features or characteristics required to meet the
consumer's needs
Depending on what the consumer knows about the product they may need
to seek outside sources to determine the proper evaluative criteria to use.
- four categories of decision alternatives - -awareness set
inert set (neutral)
inept set (negative)
evoked set/consideration set (positive)
- What marketing strategies affect information search on the Internet? - -
driving a firms info to consumers
banner ads
permission-based e-mail (PBE)
