Harper MKT 3350 Chapter 6 SmartBook

All of the following affect the consumer search process EXCEPT which element?

A firm's accounting processes

There are several factors that can substantially affect the consumer search process. Match the factor with an example of how the search process might be affected for Kristin who wants to buy a new laptop. Instructions

Actual or perceived risk--> Kristin is worried the laptop she is buying will not have sufficient memory for her needs. Locus of control --> Kristin has no choice of brand when it comes to laptops—her department uses special software that only runs on Apple computers. Perceived benefits versus perceived costs of search --> Kristin tries to decide between two laptops: one with a large hard drive versus one for $100 less and a smaller hard drive.

True or false: The consumer decision process starts with need recognition and ends with the purchase itself.

False

Which factor is NOT a perceived cost of product purchase?

Habitual purchases

What are the two types of information search? (Select all that apply.)

Internal search External search

True or false: Consumers often evaluate alternatives while still engaged in the search process.

True

Which of the following is NOT an external search for information when looking to purchase a new car?

Your mother has owned four Toyota cars, which you loved driving.

An ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom.

external

There are two key types of information searches: internal and

external

Barry needs a new pair of running shoes. He first thinks about the last pair he bought, how comfortable they are, and how well they have held up. He is conducting a(n) _____________ search for information.

internal

Locating information from one's own memory and knowledge is known as a(n) ___________________ information search, whereas seeking outside sources of information is an external information search.

internal

Need ___________ is the first stage in the consumer decision process.

recognition

After consumers complete the need recognition stage in the consumer decision process, they begin the ______ stage.

search for information

The search for information is the ______ step in the consumer decision process.

second

The consumer decision process is best defined as ______.

the steps consumers experience when making a purchase