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Chapter 5

Marketing 1 Chapter 5.docx

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Management Core
MGCR 352
Fabienne Cyrius

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 involvement: the personal, social, and economic significance of the purchase to the consumer 1) extended problem solving -each of the 5 stages used 2)Limited Problem Solving -seek some information 3)Routine Problem Solving -little effort making decision involvement and marketing strategy: the level of involvement has important implications for marketing strategy -low involvement and brand market leadermust maintain quality, avoid stock-out, advertising Situational Influences Have and impact on your purchase decision process: 1) the purchase task 2) social surroundings 3) physical surroundings 4) temporal effects and 5) antecedent states Psychological Influences on Consumer Behavior Motivation and Personality Motivations: the energizing force that causes behavior that satisfies a need -physiological needs -safety needs -social needs -personal needs -self-actualization needs Personality: a person’s consistent behaviors or responses to recurring situations National character: a distinct set of personality characteristics common among people of a country or society Self-concept: the way people see themselves and the way they believe others see them (actual self vs ideal self) Perception The process by which an individual selects, organizes, and interprets information to create a meaningful picture
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