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21 Cards in this Set
- Front
- Back
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5 steps in the consumer decision making process
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problem recog
info search eval of alternatives purchase decision postpurchase evaluation |
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problem recognition
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caused by a gap btwn ideal and actual state
problem isn't nec negative |
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sources of problem recognition
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out of stock
dissatisfaction new needs/wants related products or purchases mkter induced problem recog new products |
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maslow's hierarchy of needs
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physiological
saftey social esteem self actualization |
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motivation search
info search |
+: reveals hidden feelings, drives, and fears, highlights impt of symbolic factors, shifts attention to how/why?
-: qual (smll samples), varying subjective interpretations, diff/not poss to validate/verify internal: scanning the info you have stored in memory external: going to outside sources for info |
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perception - filter
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process by which an indiv receives, selects, org, and interprets info to create a meaningful picture of the world
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3 processes of perception:
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sensation
selecting info interpreting info -selective -subliminal |
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eval of alternatives:
evoked set |
from all the brands of which the consumer is aware that are actively considered
criteria and consequences attitudes heuristics - rules of thumb |
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purchase decision
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key to make sure consumer follows through and makes purchase
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postpurchase eval
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return business
crm word of mouth satisfaction is related to expectations |
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routine response behavior
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routine products, brand loyalty
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external influences on consumer behavior
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sub/culture
-social class reference groups -family influence situational determinants -usage |
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comm process
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source/sender, encoding, channel/mssg, decoding, receiver
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types of encoding/decoding mssgs
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graphic
verbal musical animation |
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decoding problems
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different worlds
moderate commonality high commonality - overlap in experiences |
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encoding (nonverbal)
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symbols
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direct channels
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personal
-1 on 1 -1 to group -team to group |
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indirect channels
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media
-paid -unpaid -special |
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traditional response hierarchy models
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view the response process as a series of steps on the way to purchase
knowing which step the buyer is at helps tailor mssgs |
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Involvement is influenced by:
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personal factors (needs, values)
stimulus "" (ads) situational "" (using product for) |
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foote, cone and belding grid
HI, thinking HI, feeling LI, thinking LI, feeling |
informative, the thinker (car)
Affective, the feeler (jewelry) Habit formation, the doer (food) Self satisfaction, the reactor (liquor, candy) |
