Podcast
Questions and Answers
Which of the following is NOT a step in the prepurchase stage?
Which of the following is NOT a step in the prepurchase stage?
- Evaluation of alternatives
- Point of sale (correct)
- Information search
- Problem recognition
Purchase involvement is primarily related to the post-purchase stage of decision-making.
Purchase involvement is primarily related to the post-purchase stage of decision-making.
False (B)
What cognitive biases can limit rational decision-making during the consumer choice process?
What cognitive biases can limit rational decision-making during the consumer choice process?
Framing effect and anchoring effect
The three steps involved in the prepurchase stage are problem recognition, information search, and __________.
The three steps involved in the prepurchase stage are problem recognition, information search, and __________.
What can cause problem recognition in consumers?
What can cause problem recognition in consumers?
Match the consumer choice processes with their descriptions:
Match the consumer choice processes with their descriptions:
Omnichannel shoppers only make purchases using one channel.
Omnichannel shoppers only make purchases using one channel.
In the post-purchase stage, what influences the consumer's next purchase decision?
In the post-purchase stage, what influences the consumer's next purchase decision?
Flashcards
Purchase Involvement
Purchase Involvement
The level of interest or concern a consumer has in the purchase process.
Problem Recognition
Problem Recognition
The first stage of the decision process where a consumer recognizes a need or problem.
Information Search
Information Search
The process of gathering information to help solve a problem or need identified in the pre-purchase stage.
Evaluation of Alternatives
Evaluation of Alternatives
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Purchase Implementation
Purchase Implementation
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Omnichannel Shoppers
Omnichannel Shoppers
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Post-Purchase Evaluation
Post-Purchase Evaluation
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Customer Satisfaction
Customer Satisfaction
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Study Notes
Consumer Decision-Making Process
- The consumer decision-making process is complex, requiring companies to optimize pre-purchase, purchase, and post-purchase stages for increased sales and loyalty.
Pre-Purchase Stage
- Purchase Involvement: Level of interest in a purchase, affecting problem recognition, information search, and alternatives evaluation.
- Problem Recognition: Triggered by factors like stock depletion, life stage changes, or new preferences.
- Information Search: Driven by the complexity of choices; involves internal, external (e.g., reviews, comparisons), and ongoing searches.
- Evaluation of Alternatives: Involves recognizing cognitive biases like the framing effect and anchoring effect that interfere with rational choices.
Purchase Stage
- Purchase Implementation: Affected by situational factors including retail environment (online and offline), store atmosphere, salesperson interactions, payment options, product acquisition methods, and increasing omnichannel/multichannel shopping.
Post-Purchase Stage
- Customer Satisfaction: Comparison of pre-purchase expectations with perceived value of the purchase; satisfaction influences future purchase decisions.
- Brand Image Impact: Satisfied customers lead to repeat business; dissatisfied customers can harm brand image through word-of-mouth (WOM) effects.
- Product Disposal: Consumer behavior includes actions like product abandonment, recycling, upcycling, reselling, or discarding.
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