M201 Final Prep Consumer Behavior
Terms
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-process through which buyers make a decision (the why of the buy)
-markets borrow from sociology and psychology to help better understand consumer behavior - Consumer Behavior
- Purchase Decision Process
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Step 1 – problem recognition
Step 2 – information search(social concept/image is tacked along with info search)
Step 3 – Alternative evaluation
Step 4 – purchase decision
Step 5 – post purchase behavior - too many choices, overwhelming and consumers just walk away
- consumer vertigo
- ow involvement purchases are usually products along the lines of __________
- toothpaste, toilet paper, soap etc
- high involvement purchases are usually involve products that
- are expensive, can have personal consequences, could reflect one's social image
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Situational Influences
purchase task
_____ surroundings – gender segmentation
physical surroundings – ______
_______l effects- time and day
antecedent states – cash in your pocket/in the moment mood - social, 5 senses, temporal
- Psychological Influences on Consumer Behavior
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Motivation and Personality
Perception
Perceived Risk
Learning
Attitudes and Beliefs