MGKT Chapter 6
Card Set Information
MGKT Chapter 6
Cards from the slides and possibly the terms, this is a very long chapter
Consumer Decision-Making Process
A five-step process used by consumers when buying goods or services.
Result of an imbalance between actual and desired states.
Any unit of input affecting one or more of the five senses:
When does Recognition of Unfulfilled Wants happen
•When a current product isn’t performing properly
•When the consumer is running out of a product
•When another product seems superior to the one currently used
Internal Information Search
Recall information in memory
External Information search
•Seek information in outside environment
Group of brands, resulting from an information search, from which a buyer can choose
Evaluation of Alternatives and Purchase
Analyze product attributes
Use cutoff criteria
Rank attributes by importance
To buy or not to buy Marketing
Determines which attributes are most important in influencing a consumer’s choice
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
Consumers can reduce dissonance by:
Seeking information that reinforces positive ideas about the purchase
Avoiding information that contradicts the purchase decision
Revoking the original decision by returning the product
Five Factors Influencing Decisions
Level of consumer involvement
Length of time to make decision
Cost of good or service
Degree of information search
Number of alternatives considered
Routine Response Behavior
Little involvement in selection process
Frequently purchased low cost goods
May stick with one brand
Buy first/evaluate later
Limited Decision Making
Low levels of involvement
Low to moderate cost goods
Evaluation of a few alternative brands
Short to moderate time to decide
Extensive Decision Making
High levels of involvement
High cost goods
Evaluation of many brands
Long time to decide
May experience cognitive dissonance
Factors Determining the Level of Consumer Involvement
Perceived Risk of Negative Consequences
High-involvement purchases require:
Extensive and informative promotion to target market
Low-involvement purchases require:
In-store promotion, eye-catching package design, and good displays.Coupons, cents-off, 2-for-1 offers
Components of Culture
Culture is. . .
Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.
A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.
A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
Social Class Measurements
The Impact of Social Class on Marketing
Indicates which medium to use for advertising
Helps determine the best distribution for products
An individual who influences the opinion of others.
Purchase Process Roles in the Family
Consumer notices certain stimuli and ignores others
Consumer changes or distorts information that conflicts with feelings or beliefs
Consumer remembers only that information that supports personal beliefs
Maslow’s Hierarchy of Needs
A method of classifying human needs and motivations into five categories in ascending order of importance.
An experience changes behavior
Not learned through direct experience
An organized pattern of knowledge that an individual holds as true about his or her world.
A learned tendency to respond consistently toward a given object.
Explain Changing Attitudes
•Change beliefs about the brand’s attributes
•Change the relative importance of these beliefs
•Add new beliefs