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MKT 291 Chapter 4
Terms in this set (47)
the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions
Purchase Decision Processes (5 Stages)
the stages a buyer passes through in making choices about which products and services to buy
The initial step in the purchase decision, is perceiving a difference b/w a person's ideal and actual situations big enough to trigger a decision.
(Seeking Value) Second stage in the purchase process. 2 parts:
- Internal Search: When you scan your memory for previous experiences with products or brands (shampoo)
- External Search: Is needed when past experiences or knowledge is insufficient, and risk of making a wrong purchase is high, and the cost of gathering info is low
(Assessing Value) Third step in purchase decision. This clarifies the problem for the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions.
(Buying Value) Fourth step in purchase process. Two choices remain: (1) From whom to buy and (2) when to buy. This decision often involves a simultaneous evaluation of both product attributes and seller characteristics.
(Realizing Value) Final step in purchase process. After buying a product, the consumer compares it with his or her expectations and is either satisfied of dissatisfied.
The group of brands a consumer would consider acceptable from along all the brands in the product class of which he or she is aware
the feeling of post-purchase psychological tension or anxiety
The personal, social, and economic significance of a purchase to the consumer
Extended Problem Solving
All 5 steps of the purchasing process are used. Ex: buying a new car
Limited Problem Solving
Consumers typically seek some info or rely on a friend to help them evaluate alternatives. Ex: lunch restaurant
Routine Problem Solving
No time or effort is put in for this problem. Ex: which kind of table salt to buy
are basic to survival and must be satisfied first
Five Situational Influences
1. The purchase task
2. Social surroundings
3. Physical surroundings
4. Temporal effects
5. Antecedent states
Is the reason for engaging in the decision.
Including the other people present when a purchase decision is made, may also affect what is purchased.
Such as decor, music, and crowding in retail stores may alter how purchase decisions are made
Such as time of the day or the amount of time available will influence where consumers have breakfast and lunch and what is ordered
Which include the consumers mood or the amount of cash on hand, can influence purchase behavior and choice
involve self-preservation as well as physical and financial well being
are concerned with love and friendship
Include the need for achievement, status, prestige, and self respect
Involve personal fulfillment
refers to a person's consistent behaviors or responses to recurring situations
The process by which an individual selects, organizes, and interprets info to create a meaningful picture of the world
Occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them
Involves interpreting info so that it is consistent with your attitudes and beliefs.
Means that consumers do not remember all the info they see, read, or hear, even minutes after exposure to it.
Means that you see or hear messages without being aware of them
The anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase
Refers to those behaviors that result from (1) repeated experience and (2) reasoning
Is the process of developing automatic responses to a situation built up through repeated exposure to it. (Drive, cue, response, and reinforcement)
Involves making connections b/w two or more ideas or simply observing the outcomes of others' behaviors and adjusting your own accordingly.
Is a favorable attitude toward and consistent purchase of a single brand over time.
Is a tendency to respond to something in a consistently favorable or unfavorable way
Are a consumer's subjective perception of how a product or brand performs on different attributes
Is one to which a person actually belongs, including a frat or sorority.
Is one that a person wishes to be a member of or wishes to be identified with, such as a pro sports team
Is one that a person wishes to maintain a distance from because of differences in values or behaviors
Is a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use
Individuals who exert direct or indirect social influence over others - knowledgeable about products or services
are people to whom an individual looks as a basis for self - appraisal or as a source of personal standards
the energizing force that stimulates behavior to satisfy a need
The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers
Subgroups within the larger, or national, culture with unique values, ideas, and attitudes
Word of Mouth
Influencing of people during conversations - most powerful and authentic source for consumers
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