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?
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 __________.
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What can cause problem recognition in consumers?
What can cause problem recognition in consumers?
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Match the consumer choice processes with their descriptions:
Match the consumer choice processes with their descriptions:
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Omnichannel shoppers only make purchases using one channel.
Omnichannel shoppers only make purchases using one channel.
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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?
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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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Description
Explore the complexities of the consumer decision-making process, focusing on pre-purchase, purchase, and post-purchase stages. Understand how factors such as purchase involvement, problem recognition, and evaluation of alternatives influence consumer behavior. This quiz will help you grasp the intricacies involved in making informed purchase decisions.
