Consumer Beh FINAL part 2

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Consumer Beh FINAL part 2
2012-11-26 10:28:57
Consumer Beh FINAL part

Consumer Beh FINAL part 2
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  1. Types of Decision Making
    • nomial decision making
    • limited decision making
    • extended decision making
  2. Nominal Decision Making
    • aka... habitual decision making
    • occur when there is very low involvement with a purchase
    • does not include consideration of the "do not purchase" alternative
    • brand loyal purchases
    • repeat purchases
  3. Limited Decision Making
    • involves internal and limited external search, few alternatives, simple decision rules on few attributes, and little post purchase evaluation
    • middle ground between niminal and extended decision making
    • involves recongnizing a problem for which there are several possible solutions
  4. Extended Decision Making
    • inivolves extensive internal and external search followed by a complex evalustion of multiple alternatives
    • response ot high level of purchase involvement
    • post purchase evaluation
  5. Types of Consumer Problems
    • Active problems
    • Inactive problems
  6. Active Problems
    • consumer is aware of or will become aware of in normal course of events
    • Marketing strategy: only require marketer to concince consumers that its brand is the superior solution
  7. Inactive Problem
    • consumer is not aware
    • Marketing strategy: marketer must convince consumers that they have problem and that their brand is a superior solution
  8. Problem Recognition
    • dicsovering consumer problem
    • responding to consumer problem
    • helping consumers recognize problems
    • suppressing problem recognition
  9. Discovering Consumer Problems
    • activity analysis
    • product analysis
    • problem analysis
  10. Activity Analysis
    focuses on a particular activity to determine what problems consumer encounter during the performance of the activity
  11. Product Analysis
    • examines the purchase or use of a particular product or brand
    • consumers may be asked about problems associated with using a product or brand
  12. Problem Analysis
    starts with a problem and askes which activities, products, or brands are associated with those problems (cause or eliminate)
  13. Human Factors Research
    attempts to determine human capabilities such as vision, strength, respnse time, flexibility, and fatigue and the effect on these capavilities of lighting temperature, and sound
  14. Emotion Research
    common approaches are focus group research and personal interviews that examine the emotions associated with certian problems
  15. Responding to Consumer Problem
    • developing a new peoduct or altering an existing one
    • modifying channels of distribution
    • changing pricing policy
    • revising advertising strategy
  16. Helping Consumer Recognize Problems
    • generic problem recognition
    • selective problem recognition
  17. Generic Problem Recognition
    • involves a discrepancy that a variety of brands within a product category can reduce
    • results in an expansion of the total market
  18. Selective Problem Recognition
    • involves a discrepancy only one brand can solve
    • firms attempt to cause this to gain/maintain market share