MGCR 352 Chapter Notes - Chapter 5: Consumer Behaviour, Cognitive Dissonance, Stockout

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Published on 21 Apr 2013
School
McGill University
Department
Management Core
Course
MGCR 352
Chapter 5
Consumer behavior
-the actions that a person takes in purchasing and using products and services,
including the mental and social processes that precede and follow these actions
Consumer purchase decision process
-the stages a buyer passes through in making choices about which product and
service to buy
1) Problem Recognition
-perceiving a difference between a person’s ideal and actual situations that is big
enough to trigger a decision.
-can activate a consumer’s decision process by showing shortcomings of competing
(or currently owned) products
2) Information Search
-internal search
external search
--personal sources
--public sources
--marketer-dominated sources
-clarifies the problem for the consumer by yielding brand names, suggesting criteria
to use to judge the different brands, and developing consumer value perceptions
-brands you become aware of-awareness set
3) Alternative Evaluation
-evaluation criteria: factors that represent both the objective attributes of a brand
(such as locate speed) and the subjective ones (such as brand prestige) you use to
compare different products and brands.
The brands that meet your criteria make up your
Consideration set: the group of brands that a consumer would consider acceptable
form among all the brands of which he or she is aware.
4) Purchase Decision
-from who to buy
-where to buy
5) Post-Purchase Behavior
-expectations either satisfied or dissatisfied
-satisfied tell 3 people, dissatisfied tell 9
-cognitive dissonance: feeling of post-purchase psychological tension or anxiety
Involvement and Problem-Solving Variations
-sometimes don’t engage in the 5-stage purchase decision process-skip or minimize
one or more stages depending on the level of involvement
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Document Summary

The actions that a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The stages a buyer passes through in making choices about which product and service to buy: problem recognition. Perceiving a difference between a person"s ideal and actual situations that is big enough to trigger a decision. Can activate a consumer"s decision process by showing shortcomings of competing (or currently owned) products: information search. Clarifies the problem for the consumer by yielding brand names, suggesting criteria to use to judge the different brands, and developing consumer value perceptions. Brands you become aware of-awareness set: alternative evaluation. Evaluation criteria: factors that represent both the objective attributes of a brand (such as locate speed) and the subjective ones (such as brand prestige) you use to compare different products and brands. The brands that meet your criteria make up your.

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