Mkt Ch. 14

Front 1

the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purch

Back 1

Purchase Invovement

Front 2

aka habitual decision making; involves no decision per se; a problem is recongized, internal search provides a single preferrd soln (brand), that brand is purchased; occurs when there is low involvemnnt with the purch; does not even include "do not purch" alternative;

Back 2

Nominal Decision Making

Front 3

when buy out of habit; brand loyal;

Back 3

Brand Loyal Purchases

Front 4

you believe all ketchup is the same and do not attach importance to the product category or purchase; try del monte and like it so now you purch it when you need ketchup, but not committed to it

Back 4

Repeat Purchases

Front 5

involves internal and limited external search, few alternatives, simple decision rules on few attributes, and little postpurchase evaluation; ex: run out of coffee you look at prices and select the cheapest brand; occurs in response to emotional or situational needs; involves recognizing a problem for which there are several possible solns, there is internal and a limited amt of external search, few alternatives are evaluated on a few dimensions using simple decision rules, the purch and use of product are given very little evaluation afterward

Back 5

Limited Decision Making

Front 6

involves an extensive internal & external search followed by complex evaluation of multiple alternatives and significant postpurch evaluation; high level purch involvement; after purch doubt about its correctness is likely; ex: homes, personal computers, home theater systems; decision that are heavily emotional may involve substaintial cognitive effort

Back 6

Extended Decision Making

Front 7

sets off the decision making process

Back 7

Opportunity Recognition

Front 8

the result of a discrepancy btwn a desired state and an actual state that is sufficient to arouse a activate the decision process

Back 8

Problem Recognition

Front 9

is the way an individual perceives their feelings and situation to be at the present time

Back 9

Actual State

Front 10

the way an individual want to feel or be at the present time

Back 10

Desired State

Front 11

when there is a difference btwn the consumer's desired and perceived conditions; any time the desired state is perceived as being greater than or less than the actual state than ______ exists

Back 11

Problem

Front 12

a problem that the consumer is aware of or will become aware of in the normal course of events; require the marketers only to convince consumers that its brand is the superior soln

Back 12

Active Problem

Front 13

problem that the consumer is not aware of; requires the markerter to convice consumers that they have the problem and that the marketer's brand is superior soln to problem

Back 13

Inactive Problem

Front 14

when you have a favorite brand, but get bored with it so you switch to another brand; switch brand for reasons beyond company's control

Back 14

Variety Seeking

Front 15

related to taste or other senses; switch brands b/c bored with specific attribute of brand like taste

Back 15

Sensory- Specific Satiety

Front 16

asks relatively large #ers of ppl about the problems they are facing

Back 16

Survey

Front 17

composed of 8-12 similar ppl brought together to discuss particluar topic

Back 17

Focus Group

Front 18

focues on a particluar activity, such as preparing dinner, maintaining the lawn, or swimming; the survey or focus group attempts to determine what problems consumers encounter during the performance of the activity

Back 18

Activity Analysis

Front 19

attempts to determine human capabilites in areas such as vision, strenght, response time, flexibity, and fatigue and the effect on these capabilites of lighting, tempertature, and sound; observational techniques like slow motion and time lapse photography, video recording are useful; can sometime ID functional problems the consumers are unaware of

Back 19

Human Factor Research

Front 20

research on the role of emotions in problem recoginiton and reslon; examine emotions associated w/certain problems; examine how consumers cope w/ negative emotions associated with product or service failures; focus groups and personal interviews

Back 20

Emotion Research

Front 21

invloves a discrepancy that a varitey of brands w/in a product category can reduce; when a problem is of low importance;

Back 21

Generic Problem Recognition

Front 22

involves a discrepancy that only one brand can solve; used to gain or maintain mkt share

Back 22

Selective Problem Recognition