Consumer Behavior
Terms
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- inept set
- consists of brands the consumer excludes from purchase consideration because they are felt to be unacceptable or inferior
- Limited problem solving
- Consumers already have established the basic criteria for evaluating the product category and brands category however they have not established preferences
- time constraint
- more or less time to decide
- bottom line price shoppers
- those who buy the lowest priced item with little or no regard for brand
- Moods
- feeling state, or state of mind
- Heuristics
- short cut decisions
- Task complexity
- number of alternatives and amount of information available for each alternative
- Disjunctive rule
- consumer establishes a separate, minimally acceptable cutoff level for each attribute product that excelled in at least one attribute
- Affect Referral Decision Rule
- A simplified decision rule by which consumers make a product choice on the basis of their previously established overall rating of the brands considered, rather than on a specific attributes. The product with the highest overall rating.
- Inert set
- brands the consumer is indifferent toward because they are perceived as not having any particular advantage
- information organiztion
- presentation format and content
- compesatory
- a consumer evaluates brand or model options in terms of each relevant attribute and computes a weighted or summated score for each brand
- deal hunters
- those who look for the best bargain and are not brand loyal
- Emotional view
- deep feelings associated to possessions such as joy, fear, love, hope, sexuality, fantasy, magic
- Passive view
- Consumers are perceived as impulsive and irrational purchasers, ready to yield to the aims and into the arms of marketers
- opportunistic switchers
- those who use couposn or sales to decide among brands and products that fall within their evoked set
- Practical loyalist
- those who look for ways to save on teh braands and products they would buy anyway
- desired state
- the desire for something new may trigger the decision process
- Lexicographic rule
- consumer first ranks the attributes in terms of perceived relevance or importance
- Extensive problem solving
- when consumers have no established criteria for evaluating a product category or specific brands in that category
- Need recognition
- occurs when consumer is faced with a problem
- conjunctive rule
- the consumer establishes aseparate minimally acceptable level as a cutoff point for each attribute
- noncompensatory
- decision rules do not allow consumers to valance positive evaluations of a brand on one attribute against a negative evaluation on some other attribute
- Decision
- the selection of an option from two or more alternative choices
- actual state
- consumer who perceive that they have a problem when a product fails to perform satisfactory
- Information overload
- decision rules to cope with exposure to too much information
- Economic View
- Portrays a world of perfect competition, the consumer has often been characterized as making rational decisions
- Evoked set
- specific brands a consumer considers in making a purchase with in a particular product category
- Cognitive view
- Focuses on the processes by which consumers seek nd evaluate information about selected brands and retail outlets
- Process component of the model
- Psychological field includes (1) need recognition (2) pre-purchase (3) evaluation of alternatives
- Routinized response behavior
- Consumers have experience with the product category and a well established set of criteria with which to evaluate the brands they are considering
- Prepurchase search
- when a consumer perceives a need that might be satisfied by the purchase and the consumption of a product