Five step process used by consumers when buying goods or services
Consumer decision making process
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase
- Post purchase behavior
Process a consumer used to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use
Consumer behavior
Result of an imbalance between actual and desired states
Need recognition
Recognition of an unfulfilled need and a product that will satisfy it
Want
The process of recalling past information stored in the memory
Internal information search
The process of seeking information in the outside environment
External information search
A product information source that is not associated with advertising or promotion
Non marketing controlled information source
A product information source that originated with marketers promoting the product
Marketing-controlled information source
A group of brands, resulting from an information search, from which a buyer can choose
Evoked set (consideration set)
One way companies employ categorization to their advantage: A well known and respected brand name from one product category is extended into other product categories
Brand extensions
Inner tension that a consumer experienced after recognizing an inconsistency between behavior and values or opinions
Cognitive dissonance
All consumer buying decisions generally fall along a continuum of what 3 broad categories?
Routinized Response Behavior
Limited Decision Making
Extensive Decision Making
The amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior
Involvement
The type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time
Routinized response behavior
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
Limited decision making
The most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; required use of several criteria for evaluating options and much time for seeking information
Extensive decision making
The level of involvement in a purchase depends on what 5 factors
Precious experience Interest Perceived risk of negative consequences Situation Social visibility
A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally and who share behavioral norms
Social class
A group in society that influenced an individual’s purchasing behavior -informal or formal
Reference group
A reference group with which people intact regularly in an informal, face to face manner, such as family, friends, and coworkers
Primary membership group
A reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group
Secondary membership group
A group that someone would like to join
Aspirational reference group
A value or attitude deemed acceptable by a group
Norm
A group with which an individual does not want to associate
Non aspirational reference group
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Overview11
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Planning/advantage37
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Ethics/social Responsibility10
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The Marketing Environment18
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Developing A Global Vision37
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Consumer Decision Making34
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Business marketing33
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Marketing channels30
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Services And Nonprofit Organization Marketing23
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Segmenting and Targeting Markets34
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Decision Support Systems and Marketing Research54
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Product Concepts40
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Developing and Managing Products23
