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Con. Beh. FINAL ch 14
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Purchase involvement
level of concern for or interest in the purchase process
triggered by need to consider a particular purchase
Nominal Decision making
no decision needed
already know what they are purchasing
brand loyalty
: always buy same brand
repeat purchases
: bought before so buys it again
Limited Decision making
limited amout of search needed to make decision
middle group between nominal and extended
involves recognizing problem which there are several possible solutions
Extended Decision making
high purchase involvement
lots of research done
big ticket ($$$) items
doubts likely to take place after purchase
Active problem (consumer problem)
consumer is aware of or will become aware of in mormal course of events
you know you have a problem
Inactive problem (consumer problem)
the consumer is not aware of the problem
company needs to tell you that you have a problem
ex
: "have wrinkles? get this product"
Discovering problems problems (markeing strategy)
activity analysis
product analysis
problem analysis
Activity Analysis
focuses on a particular activity to determine what problems consumer encounter during the performance of the activity
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
Problem Analysis
starts with a problem and askes which activities, products, or brands are associated with those problems (cause or eliminate)
Responding to Consumer Problem
developing a new peoduct or altering an existing one
modifying channels of distribution
changing pricing policy
revising advertising strategy
Helping Consumer Recognize Problems
generic problem recognition
: many brands can fix it "got milk?"
selective problem recognition
: only one brand can fix problem "this product is better than all of the rest"
Author
kyle.coughlin
ID
188064
Card Set
Con. Beh. FINAL ch 14
Description
Con. Beh. FINAL ch 14
Updated
12/9/2012, 1:56:46 AM
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