Flashcards
Marketing Chapter 6
Cards in this deck (25)
- 1Steps in the Consumer Decision making process1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Postpurchase Behavior - 2Need RecognitionMarketing helps consumers recognize
an imbalance between
present status and preferred state.
Internal Stimuli & External Stimuli -> Present
Status
Preferred
State - 3Recognition of Unfulfilled Wants- When a current product isn’t performing properly
- When the consumer is running out of a product
- When another product seems superior to the one currently used - 4Information SearchInternal Info Search: recall information in memory
External Info Search: seek information in outside environment
- Nonmarketing controlled
- Marketing controlled - 5Evaluation of Alternatives1. Analyze product attributes
2. Use cutoff criteria
3. Rank attributes by importance - 6PurchaseDetermines which attributes are most important in influencing a consumer’s choice
- 7PostpurchaseConsumers can reduce cognitive dissonance by:
- Seeking information that reinforces positive ideas about the purchase
- Avoiding information that contradicts the purchase decision
- Revoking the original decision by returning the product - 8Buying processes1. Routine Response Behavior
2. Limited Decision Making
3. Extensive Decision Making - 9Routine Response Behavior- Low involvement
- Short time
- Low cost
- Internal information search
- One alternative - 10Limited Decision Making- Low to moderate involvement
- Short to moderate time
- Low to moderate cost
- Mostly internal information search
- Few alternatives - 11Extensive Decision Making- High involvement
- Long time
- High cost
- Internal & External information search
- Many alternatives - 12Cultural Influences on consumer buying decisions1. Culture/Values
2. Subculture
3. Social Class - 13Culture/ValuesCulture: Pervasive, functional, learned, dynamic
Components of Culture: Values, language, myths, customs, rituals, laws, material artifacts
Values: Success, progress, materialism, youth, freedom, capitalism - 14Social Class*A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally & informally, & who share behavioral norms.
Measurements: Occupation, income, education, wealth, other variables - 15Social Influences on consumer buying decisions1. Reference Groups
2. Opinion Leaders
3. Family Members - 16Reference Groups1. They serve as information sources and influence perceptions.
2. They affect an individual’s aspiration levels.
3. Their norms either constrain or stimulate consumer behavior. - 17Opinion LeadersMarketers are looking to Web logs,
or blogs, to find opinion leaders
• Teenagers
• Movie stars
• Sports figures
• Celebrities - 18Family MembersPurchase Process Roles in the Family
– Initiators
– Influencers
– Decision Makers
– Purchasers
– Consumers - 19Psychological Influences on Consumer buying decisions1. Perception
2. Motivation
3. Learning - 20PerceptionSelective Exposure: Consumer notices certain stimuli & ignores others
Selective Distortion: Consumer changes or distorts information that conflicts with feelings or beliefs
Selective Retention: Consumer remembers only that information that
supports personal beliefs - 21Implications of Perception- Price
- Brand names
- Quality and reliability
- Threshold level of perception
- Product or repositioning changes
- Foreign consumer perception
- Subliminal perception - 22LearningExperiential: An experience changes behavior
Conceptual: Not learned through direct experience - 23Stimulus Generalization/DiscriminationStimulus Generalization: a form of learning that occurs when one response is extended to a second stimulus similar to the first.
Stimulus Discrimination: a learned ability to differentiate among similar products - 24Beliefs/AttitudesBelief: an organized pattern of knowledge that an individual holds as true about his or her world
Attitude: a learned tendency to
respond consistently toward a given object - 25Changing Attitudes- Change beliefs about the brand’s attributes
- Change the relative importance of these beliefs
- Add new beliefs
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- Business Analyst Marketing Flashcards on Marketing Chapter 6, created by Jack Fogel on 04/10/2025.
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- Jack Fogel
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