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