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marketing chapter 6: consumer decision process
Karten in diesem Stapel (40)
- 1what did peter druker say about the importance of understanding the consumerthe aim of marketing is to understand the consumer so well the product sells itself
- 2what are the 5 stages of the consumer decision process1. need recognition
2. info search
3. evaluation of alternatives
4. purchase
5. post purchase - 3when does need recognition occuroccurs when someone is experiencing an imbalance of actual and desired states
- 4how is need recognition triggeredit is triggered by the exposure of external and internal stimuli to a consumer
- 5internal stimulifeeling hungry, cold, warm, tired
- 6external stimuliadvertisements and promotion trigger need recognition
also when someone runs out of a product or it stops working they feel the need to replace it - 7stage 2 info search internalmemory search
past experiences - 8external info search is comprised of two sectionsnon-marketing info search
marketing info search - 9non-marketing controlled info searchpersonal experiences
personal sources
public rouses - 10marketing controlled info searchmass media
sales people
product labeling - 11info search is affected by1. precieved risks
2. knowledge
3. past experiences
4. level of interest - 12what do we use for evaluation of alternativeswe use info from external and internal sources to create a set of criteria to evaluate and compare alternatives
- 13how do we reduce the amount of options/alternativeswe set an attribute that we are gonna use for the evaluation and whatever option does not have that attribute it gets thrown out of consideration
- 14cut off pointsthe minimum and maximum level that we want to meet that attribute to determine if an alternative is still gonna be in consideration
- 15steps of using rankings and performance evaluations1. rank each important attribute
2. evaluate each alternative and how it preforms on the attribute
3. do the math and we have a winner - 16what is the marketers job in the evaluation of alternative process1. determines which attributes are most important
2. then emphasizes those attributes in their marketing communications - 17stage 4 purchasehow do we purchase (online, in person)
where do we purchase - 18stage 5 post purchaseinvolves decision confirmation
and cognitive dissonance - 19decision conformationthe reassurance for the consumers decision
- 20cognitive dissonancealso known as buyers remorse
the feeling of regret a consumer experiences when having conflict between behavior and value - 21cognitive definitionthe personal relevance a consumer sees a product, brand, object, or behavior to have
- 22high involvement productswhen a product is precieved to have important personal consequences or are useful to achieving life goals
- 23low involvement productsare looked at as not having important personal consequences or are useful to achieve life goals
- 24behavioral definitionthe amount of time a consumer spends on the research, evaluation and decision process of consumer behavior
- 255 factors of consumer involvment1. precieved risk of negative consequences
2. previous experience
3. interests
4. situation
5. social visibility - 26culture and valuesculture comprises of values, norms, and attitudes tat shape human behavior and products
culture also has the most influence - 27culture is1. persuasive
2. functional
3. learned
4. dynamic - 28what is the must defining element in culturevalue because it creates beliefs which lead to attitudes
- 29sub culturegroups of people that share overall cultural values but also have there won unique values and beliefs
- 30what is similar within subculturesvalues, beliefs, and purchasing decisions
- 31where do subcultures comes fromthe division of subcultures come fro geographic, demographics, religious beliefs, and characteristics
- 32what is social class measured byincome, occupation, education
- 33what is the most reliable measure of social and economic statuseducation
- 34why consider social classyou know where to distribute products
and gives us an idea or guide for an advertising strategy - 35opinion leaderthese are people that have high influence on others
so it is important to persuade these peoples opinions on your product - 36familythe most important social institution and influence
- 37what do families influencevalues, attitudes and buyer behavior
- 38roles of family members1. influencer
2. initiators
3. decision makers
4. purchaser
5. consumer - 39beliefsan organized pattern of knowledge that an individual holds true about there world
- 40attitudelearned tendency to respond towards any given thing
attitude is more enduring then belief
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- midterm Markering Karteikarten am marketing chapter 6: consumer decision process , erstellt von omar mourad am 15/10/2017.
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