chapter 5 notes

chapter 5 notes - Marketing Notes Chapter 5 September 11,...

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Chapter 5 September 11, 2006 Consumer Behavior Women are the driving force in the US automotive industry. By meeting women’s expectations, the company exceeds those of most men. Consumer behavior: actions a person takes in purchasing and using products and services. Consumer Purchase and Decision Process Purchase decision process: stages a buyer passes through in making choices about which products or services to buy. o Five stages: problem recognition, information search, alternative evaluation, purchase decision, postpurchase behavior. Problem Recognition: Perceiving a Need Problem recognition: perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. o Example: noticing that your laptop computer isn’t working properly. o In marketing, advertisements or salespeople can activate a consumer’s decision process by showing the shortcomings of competing (or currently owned) products. Information Search A consumer begins to search for information about what product or service might satisfy the newly discovered need. Internal search: scanning memory for previous experiences with products or brands. External search: needed when past experience and knowledge are insufficient. o Primary sources: personal sources (relatives, friends), public sources (TV consumer programs, Consumer Reports), marketer-dominated sources (information from sellers that include advertising, company websites). Alternative Evaluation: Assessing Value The information search stage may be inadequate because it does not contain all the factors you might consider when evaluating the product. o These factors: evaluative criteria represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands. Consideration Set: the group of brands that a consumer would consider acceptable from among all the brands in the product class in which he or she is aware. Purchase Decision: Buying Value You’re almost ready to buy; two choices remain from whom to buy and when to buy. “When to buy” depends on store atmosphere, price (sale?), pleasantness of shopping experience, etc. “From whom to buy” depends on terms of sale, past experience when buying from this seller, and return policy. Postpurchase Behavior: Value in Consumption or Use After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied. o Can influence repeat-purchase behavior. Cognitive dissonance: postpurchase anxiety (Should I have purchased from another brand?) o To alleviate this, consumers applaud themselves for making the right choice and seek to confirm the choice by asking friends about the product. Involvement and Problem-Solving Variations
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chapter 5 notes - Marketing Notes Chapter 5 September 11,...

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