Marketing - Chapter 5 - Buyer Behavior Process
consideration set
the collection of choices that a consumer considers and evaluates for consumption after disregarding any options that would be obviously unsuitable
purchase
the consumer decides to purchase, including where and how to purchase
reaction
the consumer has consumed the "product," be it a physical product or service, and is pleased or displeased
evaluation of alternatives
the consumer looks at the different viable options and weighs the upsides and downsides of each; the consumer compares and contrasts the different available options that he or she has found
need recognition
the consumer recognizes that he or she has a need to be filled
information search
the consumer searches for information regarding the options for purchase or consumption
esteem needs
there are both internal and external esteem needs internal esteem needs: include self-respect, autonomy, and achievement external esteem needs: include status and recognition
level of involvement
how involved a consumer is with the purchase, how much money is spent, and how important or consequential the purchase is
external search
looking for information from outside sources
physiological needs
basic needs such as hunger, thirst, shelter, etc.
internal search
a search of a consumer's own experience or memory — often the first place a consumer looks — when he or she searches for information
word of mouth
a recommendation about a product or service from a customer
external cue
a cue in the environment that signals a need
internal cue
a cue within a person that signals a need
need
a gap between a consumer's current state and his or her desired state
buyer's remorse
a phenomenon that occurs when a customer regrets a purchase decision
search engine optimization (SEO)
designing or enhancing a website in ways that improve its visibility within one or more search engines
social needs
needs for belonging, community, friendship, relationship, etc
self-actualization needs
needs for finding enjoyment and purpose in life; achieving one's potential
safety needs
needs for shelter and protection from harm
routine purchases
purchases made regularly by a consumer
impulse purchases
purchases made with very little thought or planning
high-involvement purchases
purchases that are often more costly and riskier to the consumer than are low-involvement purchases
top of mind awareness
reflected in the brands a consumer first recalls from memory
evaluative criteria
the product attributes important to consumers
low-involvement purchase
the purchase doesn't cost much or there is not a risk for the consumer if he or she makes a purchase mistake
buyer behavior process
the stages that consumers go through when deciding to purchase and consume a product
consumption
using goods and services to fulfill needs