BA 303 LATEST EXAMS TEST PAPER QUESTIONS
AND ANSWERS SURE A+
✔✔SEARCH FOR INFORMATION & ALTERNATIVES - ✔✔An aroused consumer
tends to search for information and alternatives for the purpose of satisfying problem
recognition.
May result in two different search types
Internal search - process of recalling past information
External search - seeking information from outside environment
notes: Internal search - in your head - you own experience
Euoked Set - I want my product to be something that youll consider (bunch of shampoo
brands, but you only decide between 5 -that's your evoked set)
External search - don't have answers, have to go other places
✔✔SEARCH FOR INFORMATION & ALTERNATIVES,
Type of search depends on several factors: - ✔✔-Perceived benefits vs. costs of search
process
-Level of knowledge already available
-Level of involvement
-Perceived risk
notes: Some products you will consider to be very important
,****level of involvement-some products are called high involvement products (you think
they are important - could be expensive but don't have to be) maybe you need to buy a
battery that keeps the machine that keeps your heart pumping. You will spend a lot of
time finding the best battery
-high involvement purchase or low involvement
******perceived risk- has to do with what the risk of you doing a bad decision
2 elements to perceived risk
Uncertainty - what is the chance that something will go wrong
2. consequence - if it does go wrong, what's the worst that will happen
Ex: airlines
What is the consequence of buying a plane ticket from an airline that doesn't have the
best mechanics
*use term level of involvement to determine how important purchase is
****the perceived risk has to do with the chance that we make a bad decision
uncertainty-chance of making bad decision
What's the consequence
✔✔SEARCH FOR INFORMATION & ALTERNATIVES,
Sources used for External Search: - ✔✔Sources used for External Search:
Personal sources
Commercial sources
Public sources
Experimental sources
*evoked set: products you have that you will further consider (marketers wanna be in
the evoked set)
✔✔SEARCH FOR INFORMATION & ALTERNATIVES, cont.
Key to Marketing: - ✔✔Know the types of information that will be required by consumers
... how it will be sought ... where it can be found ... and the relative importance of the
information to the overall purchase process.
✔✔EVALUATION OF ALTERNATIVES
After obtaining information an construction evoked set ... Consumers will attempt to
process information in order to make decision.
Marketer must understand which factors are most important. - ✔✔Product attributes
Existing consumer beliefs
Utility desired
✔✔PURCHASE DECISION - ✔✔Decision is actually made to:
Purchase
or...
Not Purchase
or...
Postpone
, *where loop can happen
✔✔POST-PURCHASE BEHAVIOR - ✔✔POST-PURCHASE BEHAVIOR
Whatever the decision, there is an outcome to the decision made.
Evaluation
Influenced by expectation a consumer develops before making the decision. Marketers
must be careful not to create negative disconfirmed expectations.
notes: ***cognitive dissonance: some people get hung up in their decisions, when you
get hung up you don't feel like u made a good decision and anxiety builds up
**expectancy theory: what does it take for ppl to be satisfied w their decisions?
-there are all types of stages
ex; your deciding to go to the movies to see la la land. Before you go there, you will
have expectations. You buy the tickets and sit through the movie, and it is what you
expected. You got what you thought u were gonna get. You hit confirmed expectation
On other hand, you go to movie and it was disappointing. Now you hit negative
disconfirmed expectation
-marketers have to be careful in marketing things- cant hype things up too much or you
wil have negative disconfirmed expectation
-have to be careful about the claims you make in marketing
** "puffing" -> exaggerating a product. Even if the product works fine, people won't be
satisfied
✔✔POST-PURCHASE BEHAVIOR, cont.
Actions - ✔✔Outcome and evaluation will influence buyer behavior and future actions.
1. Referrals and personal sources of information
2. Returning product
3. Loyalty and patronage
✔✔SOCIAL INFLUENCES
Various factors tend to influence consumer behavior at different levels of influence: -
✔✔C U L T U R E
SUBCULTURE
SOCIAL CLASS
REFERENCE GROUPS
FAMILY
INDIVIDUAL
✔✔Culture: - ✔✔The shared meanings, beliefs, morals, values and customs of a group
of people...
Determines what we consider to be normal and appropriate...
Tends to be country and region specific...
AND ANSWERS SURE A+
✔✔SEARCH FOR INFORMATION & ALTERNATIVES - ✔✔An aroused consumer
tends to search for information and alternatives for the purpose of satisfying problem
recognition.
May result in two different search types
Internal search - process of recalling past information
External search - seeking information from outside environment
notes: Internal search - in your head - you own experience
Euoked Set - I want my product to be something that youll consider (bunch of shampoo
brands, but you only decide between 5 -that's your evoked set)
External search - don't have answers, have to go other places
✔✔SEARCH FOR INFORMATION & ALTERNATIVES,
Type of search depends on several factors: - ✔✔-Perceived benefits vs. costs of search
process
-Level of knowledge already available
-Level of involvement
-Perceived risk
notes: Some products you will consider to be very important
,****level of involvement-some products are called high involvement products (you think
they are important - could be expensive but don't have to be) maybe you need to buy a
battery that keeps the machine that keeps your heart pumping. You will spend a lot of
time finding the best battery
-high involvement purchase or low involvement
******perceived risk- has to do with what the risk of you doing a bad decision
2 elements to perceived risk
Uncertainty - what is the chance that something will go wrong
2. consequence - if it does go wrong, what's the worst that will happen
Ex: airlines
What is the consequence of buying a plane ticket from an airline that doesn't have the
best mechanics
*use term level of involvement to determine how important purchase is
****the perceived risk has to do with the chance that we make a bad decision
uncertainty-chance of making bad decision
What's the consequence
✔✔SEARCH FOR INFORMATION & ALTERNATIVES,
Sources used for External Search: - ✔✔Sources used for External Search:
Personal sources
Commercial sources
Public sources
Experimental sources
*evoked set: products you have that you will further consider (marketers wanna be in
the evoked set)
✔✔SEARCH FOR INFORMATION & ALTERNATIVES, cont.
Key to Marketing: - ✔✔Know the types of information that will be required by consumers
... how it will be sought ... where it can be found ... and the relative importance of the
information to the overall purchase process.
✔✔EVALUATION OF ALTERNATIVES
After obtaining information an construction evoked set ... Consumers will attempt to
process information in order to make decision.
Marketer must understand which factors are most important. - ✔✔Product attributes
Existing consumer beliefs
Utility desired
✔✔PURCHASE DECISION - ✔✔Decision is actually made to:
Purchase
or...
Not Purchase
or...
Postpone
, *where loop can happen
✔✔POST-PURCHASE BEHAVIOR - ✔✔POST-PURCHASE BEHAVIOR
Whatever the decision, there is an outcome to the decision made.
Evaluation
Influenced by expectation a consumer develops before making the decision. Marketers
must be careful not to create negative disconfirmed expectations.
notes: ***cognitive dissonance: some people get hung up in their decisions, when you
get hung up you don't feel like u made a good decision and anxiety builds up
**expectancy theory: what does it take for ppl to be satisfied w their decisions?
-there are all types of stages
ex; your deciding to go to the movies to see la la land. Before you go there, you will
have expectations. You buy the tickets and sit through the movie, and it is what you
expected. You got what you thought u were gonna get. You hit confirmed expectation
On other hand, you go to movie and it was disappointing. Now you hit negative
disconfirmed expectation
-marketers have to be careful in marketing things- cant hype things up too much or you
wil have negative disconfirmed expectation
-have to be careful about the claims you make in marketing
** "puffing" -> exaggerating a product. Even if the product works fine, people won't be
satisfied
✔✔POST-PURCHASE BEHAVIOR, cont.
Actions - ✔✔Outcome and evaluation will influence buyer behavior and future actions.
1. Referrals and personal sources of information
2. Returning product
3. Loyalty and patronage
✔✔SOCIAL INFLUENCES
Various factors tend to influence consumer behavior at different levels of influence: -
✔✔C U L T U R E
SUBCULTURE
SOCIAL CLASS
REFERENCE GROUPS
FAMILY
INDIVIDUAL
✔✔Culture: - ✔✔The shared meanings, beliefs, morals, values and customs of a group
of people...
Determines what we consider to be normal and appropriate...
Tends to be country and region specific...
