marketing 7-9 - Chapter 7 Buying behavior-the decision...

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Chapter 7 Buying behavior-the decision processes and actions of people involved in buying and using products Consumer buying behavior-the decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes Level of involvement-an individual’s degree of interest in a product and the importance of the product for that person Routinized response behavior-a consumer problem-solving process used when buying frequently purchased, low-cost items that require very little search-and-decision effort Limited problem solving-a consumer problem-solving process used when purchasing products occasionally or needing information about an unfamiliar brand in a familiar product category Extended problem solving-a consumer problem solving process employed when purchasing unfamiliar, expensive, or infrequently bought products Routinized Response Limited Extended Product Cost Low Low to Moderate High Search Effort Little Little to Moderate Extensive Time Spent Short Short to Medium Lengthy Brand Preference More than one is acceptable, although one may be preferred Several Varies; usually many Impulse buying an unplanned buying behavior resulting from a powerful urge to buy something immediately Consumer buying decision process-a five-star purchase decision process that includes problem recognition, information search, evaluation of alternatives, purchase, and post purchase evaluation Internal search-an information search in which buyers search their memories for information about products that might solve their problem
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External search-an information search in which buyers seek information from sources other than their memories Consideration set-a group of brands within a product category that a buyer views as alternatives for possible purchase Evaluative criteria-objective and subjective product characteristics that are important to a buyer Cognitive dissonance-a buyer’s doubts shortly after a purchase about whether the decision was the right one Situational influences-influences that result from circumstances, time, and location that affect the consumer buying decision process Psychological influences-factors that in part determine people’s general behavior, thus influencing their behavior as consumers Perception-the process of selecting, organizing, and interpreting information inputs to produce meaning Information inputs-sensations received through sight, taste, hearing, smell, and touch Selective exposure-the process by which some inputs are selected to reach awareness and others are not Selective distortion-an individual’s changing or twisting of information that is inconsistent with personal feelings or beliefs Selective retention-remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not Motive-an internal energizing force that directs a person’s behavior toward satisfying needs or achieving goals Maslow’s hierarchy of needs-the five levels of needs that humans seek to satisfy, from
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This note was uploaded on 07/31/2011 for the course NUTRITION 101 taught by Professor Zahora during the Spring '11 term at Gardner-Webb.

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marketing 7-9 - Chapter 7 Buying behavior-the decision...

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