Consumer Behavior Chapter 8

Inerta

a brand is bought out of habit because less effort is required.Not based on brand loyalty. Consumer will change if another product is easier to purchase

exemplar products

products which are good example of a category. Just naturally associate them with the category. People say klennex not tissues

Lexicorgrapgic rule

sort by several attributes. if same go to the next one

External Search

Getting product information via advertisements, friends or observing others

Elimination by aspects rule

MUST HAVE. not considered unless it meets this first cut off

Heuristics

Mental rules of thumb that lead to a speedy decision. All detergent is pretty much the same, so i buy the cheapest

Internal Search

Scanning our own memory banks for information about product alternatives

cojunctive rule

based on processing by brand. Brand must meet all the criteria. If the brand does not, it is rejected.

Common market beliefs

bigger means cheaper per pound. When in doubt buy name brand. Local store gives better service. Return policies are better at big national stores. Generics are just name brands under different label and cost less

Ongoing Search

browsing for fun or staying up to date on whats in. - I wonder what the special is on QVC

Prepurchase search

consumer recognizes a need and then searches the marketplace for specific information. - I need a white blouse to go with my suit

mental accounting

decisions are influenced by the way a problem is posed (framing). Depends on whether the person sees it as a gain or loss

positioning strategy

depends on convincing the consumer that the product should be considered in the category. - Cereal bars- good anytime you are in a hurry, not just breakfast

variety seeking

desire to choose new alternatives over familiar ones.

compensatory decision rules

gives a product a chance to make up for its shortcomings. Look at both the good and bad of the product.

Problem recognition

occurs whenever the consumer sees a significant difference between his/her current state of affairs and some desired state of affairs

noncompensatory decision rules

product with a low standing on one attribute cannot compensate by being better on another attribute. Product is out if it does not meet some basic standard

Consideration set

products we might actually buy. We don;t consider every single brand we know.

Enthocentrism

tendency to prefer products or people of one's own culture. Hot sauce from mexico