Consumer Behaviour and Decision-making Process

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Questions and Answers

What triggers need recognition in consumers according to the text?

  • Actual state matching desired state (correct)
  • Brand loyalty
  • Potential benefits of the product
  • Previous purchase behavior

In the consumer decision-making process, what is the third step after need recognition and information search?

  • Evaluation of alternatives (correct)
  • Brand loyalty assessment
  • Volume usage analysis
  • Post purchase behavior evaluation

Which of the following is NOT considered an internal stimulus according to the text?

  • Listening to an advertisement on the radio
  • A friend's recommendation (correct)
  • Thirst
  • Hunger

What percentage of customers are typically responsible for generating a significant portion of demand according to the Pareto Principle in the text?

<p>80% (C)</p> Signup and view all the answers

What is an internal information search?

<p>Recalling information stored in memory (C)</p> Signup and view all the answers

Which of the following is a non marketing-controlled information source?

<p>Consumer reports (B)</p> Signup and view all the answers

What is a cutoff in the evaluation of alternatives?

<p>Minimum level of attribute that must be surpassed by an alternative (C)</p> Signup and view all the answers

What is decision confirmation in the purchasing process?

<p>Reaffirming the wisdom of a decision made (B)</p> Signup and view all the answers

What is cognitive dissonance in consumer behavior?

<p>Induced doubt about one's choice (D)</p> Signup and view all the answers

What is meant by the 'evoked set' in consumer behavior?

<p>A much smaller set seriously considered by consumers (A)</p> Signup and view all the answers

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Study Notes

Need Recognition

  • Need recognition is triggered in consumers by internal stimuli (e.g., hunger, thirst) or external stimuli (e.g., advertising, social media)

Consumer Decision-Making Process

  • The third step after need recognition and information search is alternative evaluation

Internal Stimuli

  • Internal stimuli that trigger need recognition include physiological needs (e.g., hunger, thirst), emotional needs (e.g., boredom, loneliness), and cognitive needs (e.g., problem-solving)

Pareto Principle

  • Approximately 20% of customers typically generate 80% of demand, according to the Pareto Principle
  • An internal information search involves recalling stored information from memory (e.g., past experiences, brand awareness)
  • Non-marketing-controlled information sources include word of mouth, online reviews, and social media

Evaluation of Alternatives

  • A cutoff in the evaluation of alternatives is a minimum requirement that an option must meet for it to be considered

Purchasing Process

  • Decision confirmation is the final stage of the purchasing process, where the consumer confirms their decision and makes a purchase

Cognitive Dissonance

  • Cognitive dissonance is a feeling of discomfort or psychological tension that occurs when a consumer holds two conflicting attitudes or beliefs

Evoked Set

  • The evoked set refers to the set of brands or options that a consumer considers during the evaluation of alternatives

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