Marketing Final 4

Front 1

Routine problem solving

Back 1

Habit, little effect - little problem solving used

Front 2

Limited problem solving

Back 2

moderate problem solving effort used (ex. small appliance)

Front 3

Extended problem solving

Back 3

each state of consumer decision process is used, effor on researching the product. High-involvement purchases. High amount of problem solving used

Front 4

Involvement

Back 4

depends on the personal, social, and economic significance a particular purchase has to the consumer
- High involvement:
o expensive
o serious personal consequences
o reflect on personal image

Front 5

1.) Problem Recognition

Back 5

– perceiving a need
a. Occurs when a person realizes a difference between what he or she has and what he or she would like to have
b. Is the difference big enough to motivate

Front 6

2.) Information Search

Back 6

– seeking value
a. Is a search for information about that product or service will satisfy the need
b. Internal Search – frequently purchased products
c. External Search – past experience is not enough
i. Personal sources
ii. Public Services
iii. Market dominated sources

Front 7

3.) Alternative Evaluation –

Back 7

assessing value
a. Clarifies the problem for consumers
i. suggesting points to consider
ii. providing brand names
iii. consumer value perceptions
b. Evaluation Criteria – objective attributes and subjective attributes used to compare
i. advertisements
c. Evoked sets – group of brands that a consumer would consider acceptable

Front 8

4.) Purchase Decision

Back 8

– buying value
a. From whom to buy?
i. location
ii. past experience
b. When to buy
i. sales/incentives
ii. environmental factors: store atmosphere, shoppers experience, sales person, financial terms

Front 9

5.) Post Purchase Behavior – (Am I satisfied) –Buyers remorse: value in consumption or us

Back 9

a. Satisfaction/dissatisfaction (cognitive dissonance)
b. satisfied – tell 3 others
c. dissatisfied – complain to nine others
d. satisfied – tend to buy from same seller
e. positive purchase communications – “its about the relationship”

Front 10

Buyers remorse:

Back 10

value in consumption or us

Front 11

Evaluation Criteria

Back 11

b. Evaluation Criteria – objective attributes and subjective attributes used to compare
i. advertisements

Front 12

Evoked sets

Back 12

group of brands that a consumer would consider acceptable

Front 13

Consumer Behavior

Back 13

- Actions a person takes in purchasing and using products and services
o Mental
o Social
o Before and after the purchase process