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Chapter 3

Management and Organizational Studies 1021A/B Chapter Notes - Chapter 3: Marketing Buzz, Attitude Change, Visible Minority


Department
Management and Organizational Studies
Course Code
MOS 1021A/B
Professor
James O' Brien
Chapter
3

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Consumer behaviour actions a person takes when purchasing and
using products and services
L1 - Consumer Purchase Decisions Process
Purchase decision process stages that a buyer passes through
when making choices about which products and services to buy
Five stages:
Problem Recognition - Perceiving a Need:
Occurs when a person realizes that the difference between
what they have and what they want is big enough to do
something about it
Marketers activate consumer decisions process by showing
the shortcomings of competing products
Information Search - Seeking Value:
Internal research
scan their memory for knowledge of or
previous experiences with products or brands
External research
o Primary sources = personal sources
o Also includes: public sources, consumer reports and
marketer-dominated sources
Alternative Evaluation Assessing Value:
Evaluative criteria all factors you may consider when
evaluation products
o Represents both objective (sound quality) and
subjective (prestige) attributes of brand
Evoked set
group of brands that a consumer would
consider acceptable
Purchase Decision Buying Value:
3 decisions:
o choose a brand?
Qv last section
o which seller?
Depends on: sellers location, past experiences
with seller and return policy
o when to buy?
Depends on : sales, rebates, atmosphere,
shopping experience, time pressure and financial
circumstances
Post- Purchase Behaviour Value in Consumption or Use:
Satisfied buyers tell three other people about their experience
o Tend to have repeat purchases
Dissatisfied buyers complain to 9 people
o Cognitive dissonance feeling of post-purchase
psychological tension or anxiety

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Alleviated by: applauding oneself for making the
right purchasing choice
L2 Involvement and Problem-Solving Variations:
Involvement the personal, social and economic consequences of a
purchase to a consumer
High-involvement characteristics:
o Item being purchased is expensive
o Can have serious personal consequences
o Reflect one’s social image
Routine Problem Solving: (low involvement)
Typically the case for low-priced, frequently purchased goods
Limited: (Mid-involvement)
Consumers typically seek some information or rely on a friend
to help them evaluate a problem
Extended: (high-involvement)
Each of the 5 stages of consumer purchasing decision is used
in the purchase
Considerable time and effort on external research
High-involvement
L3 situational Influences:
5 situational influences:
purchase task reason for engaging in decision in first place
social surroundings other people present at time of
decision
o also affect what is being purchased
physical surroundings décor, music and crowding in retail
stores
temporal effects time of day or amount of time available
antecedent state consumer mood or amount of cash on
hand
L4 Psychological Influences on Consumer Behaviour
helps us understand why and how consumer behave as they
do
Motivation and personality:
Motivation energizing force that stimulates behaviour to satisfy a
need
5 need classes:
o physiological needs basic to survival and must be
satisfied first
o safety needs self-preservation and physical well-
being
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