Exam_2_Chapter_5 - CHAPTER 5 CONSUMER BEHAVIOR Getting to...

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CHAPTER 5: CONSUMER BEHAVIOR Getting to know the automobile custom(h)er and influenc(h)er - women are a driving force in the U.S. automotive industry. - Consumer behavior: the actions a person takes in purchasing and using products and services. Consumer Purchase Decision Process- the stages a buyer passes through in making choices about which products and services to buy. There are 5 stages: 1. Problem Recognition: Perceiving a Need- the initial step when you perceive a difference between a person's ideal and actual situations big enough to trigger a decision. 2. Information Search: Seeking value- when a customer begins to search for information about what product or service might satisfy the newly discovered need. First you may scan your memory for previous experiences with products or brands, this is called internal search . An external search is necessary when past experience or knowledge is insufficient. The primary sources of external information are (1) personal sources such as family and friends whom you trust, (2) public sources such as tv consumer programs and Consumer Reports, (3) marketer-dominated sources such as company websites and advertising. 3. Alternative Evaluation: Assessing Value- Evaluative criteria , represents both theobjective attributes of a brand (such as the locate speed) and the subjective ones (such as prestige) you use to compare different products and brands. Companies seek to identify the most important evaluative criteria that consumers use when judging brands. Consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 4. Purchase Decision: Buying Value- Two choices remain: (1) from whom to buy and (2) when to buy. The choice of which seller to buy from will depend on such considerations as the terms of sale, your past experience from the seller, and the return policy. When to buy depends if the product is on sale, the store atmosphere, pleasantness of the shopping experience, time pressure, etc. 5. 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. Satisfaction or dissatisfaction affects consumer communications and repeat-purchase behavior. Satisfied buyers tell 3 people and dissatisfied tell 9. - Cognitive dissonance: the feeling of postpurchase anxiety. When you were
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comparing two or more highly attractive alternatives and after you made your decision, you contemplated if it was the right decision. Involvement and Problem-Solving Variations- When consumers don't engage in the 5 step process, they skip steps depending on their involvement. The level of involvement that a consumer has in a particular purchase depends on the personal, social, and economic consequences of that purchase to the consumer. High involvement purchase occasions typically have at least one of the 3
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Exam_2_Chapter_5 - CHAPTER 5 CONSUMER BEHAVIOR Getting to...

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