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19 Cards in this Set
- Front
- Back
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Consumer Behavior |
is important for marketers to learn how knowledge and understanding of the consumer can lead to develop promotional strategies that favor the marketers brand. |
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consumer making decisions |
Problem recognition /motivation |
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consumer making decisons |
information search/ perception |
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consumer making decisions
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alternative evaluation / attitude formation |
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consumer making decisions
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purchase decision/ integration |
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consumer making decision
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post purchase decision/ learning |
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problem recognition |
Out of stock dissatisfaction new needs or wants new purchase products |
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Motivation
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•Howthe consumer perceives the problem and becomes motivated (or not motivated) todo something, will shape the rest of the consumer decision making process.
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information search |
•Thesecondstep in the consumer decision making process is information search.
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internal vs external search |
–Internal searchinvolves a scan of information stored in memory to recall past experiences orknowledge regarding purchase alternatives.
–External searchinvolves goingtooutside sources to acquire information.EX: family, friends, peers, co workers |
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Perception |
marketers want to know –Howconsumers sense external information –Howthey select and use sources of information–Howinformation is interpreted and given meaning |
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Alternative Evalation |
•You’vesearched for information. Now, you haveto decide which brands you would consider.
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Brand Evaluation |
Objective attributes:Price, features, warranty, service Subjective attributes: Image, style, performance |
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Purchase Decision |
Purchaseintention:notthe same as purchase. Brand Loyalty
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Post Evaluation |
(AFTER PURCHASE) Satisfaction/ Dis-satisfaction cognitive dissonance |
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cognitive dissonance
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•The feelings of doubt and concernaftera purchase is made.
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Consumer Decision making variations |
–Routineresponse behavior
–Limitedproblem solving –Extendedproblem solving |
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External Influences on Consumer Behavior |
Culture subculture social class reference group situational determinants |
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Situational Determinants |
Usage situation purchase situation communication situation |
