Chapter 6 Importance of Understand Consumer Behavior Consumer Behavior processes a consumer uses to make purchase decisions as well as to use and dispose of purchased goods and services Understand consumer behavior can shape government on public policy Consumer Decision Making Process Need Recognition result of an imbalance between actual and desired states need thurst o Want is the new way that a consumer goes about addressing a o Internal stimuli are occurrences you experience such as hunger or o External stimuli are influence from an outside source such as recommendations Information Search o Internal Information Search person recalls info stored in o External Information Search seeks info in the outside memory environment Nonmarketing controlled is not associated with marketers promoting a product Marketing controlled a product info source that originates with marketers promoting the product Biased to a particular product o Less Info Less risk more knowledge more product experience low level of interest confidence in decision o More info More risk less knowledge less product experience high level of interest not confident in decision Evoked Set group of brands resulting from an info search Evaluation of Alternatives and Purchases from which a buyer can choose o Analyze product o Use cutoff criteria o Rank attributes by Importance o Cognitive Dissonance Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions Types of Consumer Buying Decisions and Consumer Involvement Routine Response Behavior o Little involvement in selection process o Frequently purchased low cost goods o May stick with brand o Buy firs evaluate later o Quick decision Limited Decision Making o Low to Moderate cost goods o Low level of involvement o Evaluation of a few alternative brands o Short to moderate time to decide Extensive Decision Making o High levels of involvement o High cost goods o Evaluation of many brands o Long time to decide o May experience cognitive dissonance
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