ch.6-7

ch.6-7

1. ch.6 Consumer decision making

   • decision-making process (5 steps)
     • step 1 Need recognition
       • stimulus ,have need
         • stimulus: input can affect five sense( sight, smell, taste, touch, hearing)
           • internal stimuli e.g. hunger, thirst
           • external stimuli: e.g. color of a car, design of a package
     • step 2 Information search
       • internal information search: recall information in memory
       • external information search:
         • non-marketing controlled information sources
           • e.g. personal experience ( saw other people use )
             • e.g.personal sources ( friends introduce the products to you)
               • e.g. public sources ( government report)
         • marketing controlled information sources
           • e.g. mass media advertising, sales promotion, salespeople
       • when? we need more information ?
         • high risk, less knowledge, less product experience, high level of interest, lack of confidence
     • step 3 Evaluation of alternatives
       • have evaluation criteria
         • objective attributes: e.g. price
           • subjective attributes: e.g. beautiful
     • step 4 Purchase
       • buy or not? 5W
       • Fully planned purchase ( based on a lot of info.)
         • Unplanned purchase ( buy on impulse)
           • Partially planned purchase
     • step 5 Post-purchase behaviour
       • regret? satisfy? have better option
       • the role of marketing?

2. Involvement

   • what?
     • the amount of time and effort a buyer invest in the search, evaluation, and decision processes of consumer behaviou

3. social factors affect buying decision

   • reference groups
     • direct face to face membership
       • primary membership groups
         • e.g. friends, coworkers
       • secondary membership groups
         • e.g. clubs, professional groups, religious group
     • indirect nonmembership
       • aspirational group
         • you want to join this group
       • nonaspiational group
         • you dont want to join this group
   • opinion leaders
     • who can affect the opinion of others
     • marketers use social media to determine and attract opinion leaders to use their product
     • word of mouth
   • family
     • Initiators, influencers, decision makers, purchasers, they are all consumers