ADM2320X summer 2008-ch.5 - Consumer Behaviour Chapter Five...

Info icon This preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Consumer Behaviour Chapter Five
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
2 Consumer Behaviour The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.
Image of page 2
3 Understanding Consumers: what is the buying-decision process? what sources of info are used? what social & group forces influence decision-making? what psychological characteristics affect the buying-decision process? what is the role of situational factors in buying decisions?
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
4 Buying-decision process (a.k.a. “purchase decision process”) Need recognition (problem recognition) Choice of involvement level Identification of alternatives (information search) Evaluation of alternatives Purchase & related decisions Post-purchase behaviour
Image of page 4
5 Recognize an unsatisfied need dormant need (e.g. created using ads) internal need (e.g. hunger) dissatisfaction (e.g. replacement)
Image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
6 Choice of involvement level HIGH-INVOLVEMENT when info is needed to make a decision product benefits are perceived as important costs of making a bad decision are high there is a high quality of interaction LOW-INVOLVEMENT when routine, habitual purchase comfortable with info & alternatives relatively low priced products with substitutes
Image of page 6
7 Identification of alternatives Buying decision is influenced by what is known from past experiences confidence in information on the product & alternative products/brands value-added received from obtaining additional product information
Image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
8 Evaluation of alternatives Establish criteria for assessing each alternative product/brand: price quality convenience value need opinions of others
Image of page 8
9 Purchase & related decisions If you buy then…. when where how to pay what specific product attributes warranty size colour quantity
Image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
10 Purchase & related decisions Patronage buying motives location or access convenience service speed & services offered merchandise accessibility appearance of premises confidence in firm/supplier quality of staff prices mix of other customers
Image of page 10
11 Post-purchase behaviour Satisfaction, doubt or dissatisfaction Post-purchase Cognitive Dissonance Consumer becomes anxious when: expensive purchase and perceived high risk purchased and rejected items are similar
Image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern