Test2
Ch 5 1. The definition of consumer behavior Consists of the actions a person takes in purchasing and using products and services
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including the metal and social processes that come before and after these actions
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2. The stages of the consumer purchase decision process
Problem Recognition : the initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Information Search : You may scan your memory for previous experiences with products or brands (internal search). Or this is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high , and the cost of gathering information is low (external search). Alternative Evaluation :
Evaluative criteria
, which represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands. Firms try to identify and capitalize on both types of criteria to create the best value for the money paid by you and other consumers. These criteria are often displayed in advertisements.
Consideration set
, the group of brands that you would consider from among all the brands of which you are aware n the product class. Purchase Decision : Two choices (1) from whom to buy and (2) when to buy.
Postpurchase Behavior : A satisfactory or unsatisfactory consumption or use experience is an important factor in it. Postpurchase psychological tension or anxiety is called cognitive dissonance
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3. The manner in which each stage of the consumer decision process influences consumer behavior. in first stage, perceiving a difference between a person's ideal and actual situations in second,internal search, and external search in third consumer's evaluative criteria in fourth, Two choices remain: (1) from whom to buy and (2) when to buy. in fifth, consumer compares it with his or her expectations and is either
,
including the metal and social processes that come before and after these actions
.
2. The stages of the consumer purchase decision process
Problem Recognition : the initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Information Search : You may scan your memory for previous experiences with products or brands (internal search). Or this is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high , and the cost of gathering information is low (external search). Alternative Evaluation :
Evaluative criteria
, which represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands. Firms try to identify and capitalize on both types of criteria to create the best value for the money paid by you and other consumers. These criteria are often displayed in advertisements.
Consideration set
, the group of brands that you would consider from among all the brands of which you are aware n the product class. Purchase Decision : Two choices (1) from whom to buy and (2) when to buy.
Postpurchase Behavior : A satisfactory or unsatisfactory consumption or use experience is an important factor in it. Postpurchase psychological tension or anxiety is called cognitive dissonance
.
3. The manner in which each stage of the consumer decision process influences consumer behavior. in first stage, perceiving a difference between a person's ideal and actual situations in second,internal search, and external search in third consumer's evaluative criteria in fourth, Two choices remain: (1) from whom to buy and (2) when to buy. in fifth, consumer compares it with his or her expectations and is either