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2204chapter review - CHAPTER REVIEW Marketing Concepts Testing Your Knowledge 1 Consumer behaviour The process involved when individual or groups

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CHAPTER REVIEW Marketing Concepts: Testing Your Knowledge 1. Consumer behaviour The process involved when individual or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It is important that marketers understand consumer behaviour because wants and needs are satisfied best when marketers understand the behaviours of consumers 2. The steps in the decision process, and what activities occur in each Involvement is the relative importance of the perceived consequences of the purchase to a consumer. The degree to which consumers commit themselves to the decision process is determined by the perceived risks (their involvement) with the purchase and the relative importance of the perceived consequences to the consumer. ?? Under conditions of high involvement, the consumer carefully goes through the entire decision-making process and searches for unique solutions to their problem. Under conditions of low involvement, the consumer will follow habits or will not put much time or energy into solving the problem. Simplifying the process is a common strategy. The STEPS in the decision making process include (see Figure 6.4 for a more detailed description): a. Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. Problems are recognized in this stage. b. Information Search is the process in which the consumer checks his or her memory and/or surveys his or her environment to collect data required to make a reasonable decision. The consumer looks for solutions to their problem. c. Evaluation of Alternatives includes two steps. First, the consumer identifies alternatives based on the results of the information search. Second, the consumer evaluates and decides whether and how to choose from among those identified alternatives in order to solve their problem. The consumer will evaluate products from their evoked set by means of evaluative criteria and make picks using choice heuristics (see the next step below).
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d. Product Choice is made based upon evaluations of existing product data and choice heuristics. Brand loyalty may be a factor. e. Post purchase Evaluation or consumer satisfaction/dissatisfaction is determined by the overall feelings or attitudes of the person once that the product has been purchased. It is very important that the marketer works hard to have a satisfied customer so repeat sales may occur. 3.
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This note was uploaded on 07/16/2009 for the course BUSI 2204 taught by Professor X during the Winter '07 term at Carleton CA.

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2204chapter review - CHAPTER REVIEW Marketing Concepts Testing Your Knowledge 1 Consumer behaviour The process involved when individual or groups

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