Con. Beh. FINAL ch 14

  1. Purchase involvement
    • level of concern for or interest in the purchase process
    • triggered by need to consider a particular purchase
  2. 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
  3. 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
  4. Extended Decision making
    • high purchase involvement
    • lots of research done
    • big ticket ($$$) items
    • doubts likely to take place after purchase
  5. Active problem (consumer problem)
    • consumer is aware of or will become aware of in mormal course of events
    • you know you have a problem
  6. 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"
  7. Discovering problems problems (markeing strategy)
    • activity analysis
    • product analysis
    • problem analysis
  8. Activity Analysis
    focuses on a particular activity to determine what problems consumer encounter during the performance of the activity
  9. 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
  10. Problem Analysis
    starts with a problem and askes which activities, products, or brands are associated with those problems (cause or eliminate)
  11. Responding to Consumer Problem
    • developing a new peoduct or altering an existing one
    • modifying channels of distribution
    • changing pricing policy
    • revising advertising strategy
  12. 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