Chapter 7: Consumer Buying Behavior

What are some examples of situational influences

Physical surroundings (its raining) Social surroundings (I have to meet my sister for lunch) Time (I have to be there in 30 minutes) Purchase reason Buyer's mood and condition

What is an important aspect of (#5) Post-Purchase Evaluation

Cognitive Dissonance (A buyer's doubt shortly after a purchase about whether the decision was the right one) Dealers will send stuff after to reassure you that you made the right choice

A teenager compares numerous cell phones and narrows down the choice to two phones

Evaluation of alternatives

What are 3 objectives of marketer when you are not buying their product

Habit breaking Habit acquisition Habit reinforcement

What is an example of (#1) Problem recognition?

If you're getting ready to have a BBQ and you recognize your grill is all rusty, you're gonna need a new one

A recent college graduate reads Consumer Reports in order to compare automobile ratings

Information Search

What are 4 great things about habits

It is easy It saves time It is rational It saves money

What are 4 reasons why you wouldn't (#4) Purchase after going through the steps

PRODUCT ISN'T AVAILABLE PERSONAL SELLING (The person talks you into buying a different one) CHOICE OF RETAILER (That specific retailer doesn't have the first choice, but you like your retailer so much you go with your second... even though you could get your first from a different retailer) TERMS OF SALE (They're doing a promotional thing that makes something a better buy)

What are some examples of psychological influences

Perception Motives Learning Attitudes Personality and self-concept Lifestyles

What are some tools that help you recognize you have a problem in (#1) Problem Recognition

Personal Sales People Product Packaging Ads

At an open house party, a guest realizes that the host already owns the gift he planned to give

Post-purchase

After purchasing an evening gown, a woman decides that it is not quite appropriate for her special occasion

Post-purchase dissonance

On the first day of class, a student finds out that a scientific calculator is needed for the course but she doesn't own one

Problem Recognition

What are the 5 steps in the consumer buying decision process?

Problem Recognition Information Search Evaluation of alternatives Purchase Post-purchase Evaluation

While on the way to work, and individual's automobile stalls and will not start again.

Problem Recognition, Post-Purchase

What are the three major buying decisions

Product category or purchase Brand Supplier

A car buyer gets a loan to purchase a new car

Purchase

What are some examples of social influences

Roles Family Reference groups Opinion leaders Social classes Culture and subcultures

What are 3 Possible Influences on the Decision Process

Situational Influences Psychological Influences Social Influences

What are the 2 steps to (#2) Information Search

You first go INTERNAL (Past experience, existing knowledge) Then you go EXTERNAL (Friends and family, consumer reports)

Define (#3) Evaluation of alternatives

You have a process/list in your mind of things you like or want Sellers help you evaluate alternatives with ads