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
