Podcast
Questions and Answers
What is the primary factor that triggers the buying decision of individuals in the consumer buying decision process?
What is the primary factor that triggers the buying decision of individuals in the consumer buying decision process?
Which of the following is NOT a commercial source of information gathering in the consumer buying decision process?
Which of the following is NOT a commercial source of information gathering in the consumer buying decision process?
What happens immediately after the purchase of a product in the consumer buying decision process?
What happens immediately after the purchase of a product in the consumer buying decision process?
What is the purpose of the evaluation of alternatives stage in the consumer buying decision process?
What is the purpose of the evaluation of alternatives stage in the consumer buying decision process?
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Which of the following stages is NOT a part of the consumer buying decision process?
Which of the following stages is NOT a part of the consumer buying decision process?
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What is the primary purpose of the information gathering stage in the consumer buying decision process?
What is the primary purpose of the information gathering stage in the consumer buying decision process?
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Which of the following is an example of an experiential source of information gathering in the consumer buying decision process?
Which of the following is an example of an experiential source of information gathering in the consumer buying decision process?
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What is a characteristic of the business market in terms of purchase decisions?
What is a characteristic of the business market in terms of purchase decisions?
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What is the final stage in the consumer buying decision process?
What is the final stage in the consumer buying decision process?
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What is the role of an approver in a buying center?
What is the role of an approver in a buying center?
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Who is a gatekeeper in a buying center?
Who is a gatekeeper in a buying center?
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What is the role of a user in a buying center?
What is the role of a user in a buying center?
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Why is it important for marketers to identify who plays what role in a buying center?
Why is it important for marketers to identify who plays what role in a buying center?
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What is the first step for a marketer confronting a buying center?
What is the first step for a marketer confronting a buying center?
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Who is an influencer in a buying center?
Who is an influencer in a buying center?
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What is the role of an initiator in a buying center?
What is the role of an initiator in a buying center?
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What is the term used to describe the behavior of a consumer who is interested in only what he wants to see?
What is the term used to describe the behavior of a consumer who is interested in only what he wants to see?
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What occurs when a consumer perceives a particular message in a specific way?
What occurs when a consumer perceives a particular message in a specific way?
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What is the term used to describe the process by which a consumer remembers the most relevant and meaningful message?
What is the term used to describe the process by which a consumer remembers the most relevant and meaningful message?
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What is the primary reason a consumer would buy a particular product?
What is the primary reason a consumer would buy a particular product?
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What is the first stage in the consumer decision making process?
What is the first stage in the consumer decision making process?
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What is the primary goal of a consumer in the consumer decision making process?
What is the primary goal of a consumer in the consumer decision making process?
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What is the term used to describe the entire process of consumer decision making?
What is the term used to describe the entire process of consumer decision making?
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What is the primary factor that influences a consumer's decision to buy a particular product?
What is the primary factor that influences a consumer's decision to buy a particular product?
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Study Notes
Consumer Decision Making Process
- Most consumer purchase decisions are made by a single person, but multiple people can be involved in certain situations, such as a child influencing a parent or a husband and wife deciding together.
- In business markets, multiple people are often involved in purchase decisions, known as a buying center, which consists of individuals performing different roles.
Types of Buying Center Members
- Buyer: responsible for dealing with suppliers and placing orders (e.g. purchasing agent)
- Approvers: have the power to make the final purchase decision (e.g. CEO)
- Influencers: affect what is ordered, such as setting order specifications (e.g. engineers, researchers, product managers)
- Users: those who will actually use the product when it is received (e.g. office staff)
- Initiator: determines a need exists and initiates the purchase process
- Gatekeeper: controls access to other buying center members (e.g. administrative assistant)
- Deciders: usually a head of department or a committee tasked with selecting a brand or equipment to solve a problem
Stages of Consumer Decision Making
- Need: recognition of a need triggers the buying decision
- Information Gathering/Search: gathering information from personal, commercial, public, and experiential sources
- Evaluation of Alternatives: evaluating options based on need, taste, and budget
- Purchase of Product/Service: making a purchase decision
- Post Purchase Evaluation: analyzing whether the product met expectations
Consumer Behavior
- Selective Attention: consumers only pay attention to information that is relevant to their needs
- Consumer Interpretation: how an individual perceives a particular message
- Selective Retention: consumers remember only the most relevant and meaningful information
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Description
Learn about the consumer decision making process, including individual and group involvement in purchase decisions, and the roles of members in a buying center.
