Consumer behaviour - decision making

Tim Lutjens
Flashcards by , created almost 4 years ago

https://www.goconqr.com/en/p/4238526-consumer-behaviour---buying-and-disposing-flash_card_decks

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Tim Lutjens
Created by Tim Lutjens almost 4 years ago
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Question Answer
Decision making process problem recognition => information search => evaluation of alternatives => product choice => outcomes
Problem recognition Need recognition: actual state moves down from ideal state Opportunity recognition: ideal state moves up from actual state
learning deliberate learning: existing knowledge based on previous research incidental learning: knowledge based on exposure to information
Perceived risk the belief that a product has negative consequences: monetary, functional, physical, social, psychological
product categorization Superordinate level (dessert) Basic level (fattening/non fattening) subordinate level (ice cream/pie/fruit/yoghurt)
Heuristic mental rules-of-thumb that lead to a speedy decision
Conjunctive model An option will be considered only of it satisfies the consumers minimum expectations for each criteria
Disjunctive model product accepted if it satisfies at least one criteria
lexicographic model consumers order attributes by importance and compare the product one at a time, starting with the most important attribute (pyramid model)
elimination-by-aspect consumers order attributes by importance and compare once at a time. Any product failing below set level is eliminated
household and family decision-making Consensual purchase decision: members agree on the desired purchase Accommodative purchase decision: members have different preferences or priorities and cannot agree.
gender roles in decision making autonomic decision: one family member chooses product Syncretic decision: involve both partners
children as decision makers primary market: kids spent own money influence market: parents buy what kids want future markets: kids grow up