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MKT CHAPTER 6

Terms in this set (57)

The consumer decision process in order...
1. Need recognition
2. Information search
3. Alternative evaluation
4. Purchase & consumption
5. Postpurchase
Need _______is the first stage in the consumer decision process
Recognition
The ______ is the second step in the consumer decision process
Search for information
True or False: Consumers often evaluate alternatives while still engaged in the search process
True
Why would a firm record the number of abandoned virtual carts on its website?
To assess the conversion rate
True or False: The consumer decision process starts with need recognition and ends with the purchase itself
False
In addition to customer satisfaction and loyalty, which of the following is also one of the potential postpurchase outcomes?
Cognitive dissonance
Need recognition would be greatest in which situation?
Pete returned home from work to find that his refrigerator is broken and that his refrigerated and frozen food must be thrown out
Which stage in the consumer decision process comes immediately after need recognition?
Search for information
Which factor does NOT directly influence how the consumer makes a purchase decision?
Macroeconomic factors
In which situation did an alternative evaluation option occur within the search process?
Kevin searches for a new car on the Internet before visiting the "The Mile of Cars" store
A(n) ______ is a basic need that drives consumers to solve a problem and satisfy a need, such as a headache that leads a person to purchase a pain reliever
Motive
Retailers use ______ to see how well they are doing at turning potential buyers into actual buyers
The conversion rate
The external ______ environment that influences consumer behavior includes consumers' family, reference groups, and culture
Social
The final step in the consumer decision-making process, and a very important element in retaining and building a loyal customer base, is _____ behavior
postpurchase, post-purchase, or post purchase
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