Chapter 6 I Consumer Behavior as to use and dispose of purchased goods and services factors that contribute to purchase decisions and product use processes a consume uses to make purchases decisions as well a Consumer Decision Making Process i Need Recognition desired states result of an imbalance between actual and triggered by a want 1 2 when consumer is exposed to external or internal stimulious Information Search ii 1 Internal Information Search information stored in memory 2 External Information Search information in the outside environment a Non Marketing Controlled the process of recalling past the processes of seeking product information source that is not associated with the advertising of the product and originates with marketers promoting the product is biased towards the product b Markeing Controlled iii Evaluation of Alternatives iv Purchase v Post Purchase Behavior 1 dissonance bad feeling you have after u realize the marketing was better than u realized and the product sucks b Types of Consumer Buying Decisions i Routine Response ii Limited Decision Making the type of decision making exhibited by consumers buying frequently purchased low cost goods that requires little searc hand decision time info and deliberating about an unfamiliar brand in a familiar product category the most complex decision type used when buying an unfamiliar expensive product or an infrequently bought item uses lots of critera and info c Factors that determine the level of consumer involvement moderate amount of time for gathering iii Extensive Decision Making Interest i Previous experience ii iii Preceived risk of negative consequences iv Situation v Social Visibility d Culture Influences on consumer decision making i Culture ii Values iii Subculture iv Social class v Reference Groups 1 Direct Face to Face a Primary small informal b Secondary large formal 2 Indirect NonMembership vi Opinion Leaders vii Family viii Gender ix Age Family Life Stagee x Personality xi Self Concept how one thnks of themselves xii Lifestyle xiii Perception a Aspirational group that someone wants to join b NonAspirational group u don t want to be associated with to decide which stimuli to notice and 1 Selective Exposure which to ignore 2 Selective Distortion conflicts with his or her feelings or beliefs aprocess whereby consumers only remember only that supports his or her personal beliefs consumer changes or distorts info that 3 Selective Retention xiv Motivation xv Learning xvi Beliefs and attitudes xvii
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