Consumer Decision-Making Unit Overview
72 Questions
0 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the Decision-Making Unit (DMU)?

  • The marketing team targeting consumers
  • A consumer feedback group
  • A group of individuals influencing and participating in a purchase decision (correct)
  • A single person responsible for all purchase decisions

    • What is the primary role of the buyer in a DMU?

  • To make the actual purchase (correct)
  • To evaluate post-purchase satisfaction
  • To provide financing for the purchase
  • To influence others within the DMU

    • Who can be part of a DMU besides the buyer?

  • Only financial advisors
  • Only the family members of the buyer
  • Individuals influencing the decision (correct)
  • Only external consultants

    • Which role is responsible for gathering product information in a DMU?

    <p>Gatekeeper (A)</p> Signup and view all the answers

    The final decision in a DMU is typically made by the:

    <p>Decider (D)</p> Signup and view all the answers

    Which role in the DMU might veto a purchase?

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

    The influencer's role in a DMU is to:

    <p>Persuade or guide decisions (C)</p> Signup and view all the answers

    Who is responsible for using the product in a DMU?

    <p>User (A)</p> Signup and view all the answers

    What distinguishes a gatekeeper in the DMU?

    <p>They control access to information (D)</p> Signup and view all the answers

    In a family purchase, children often act as:

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

    The decider in a DMU:

    <p>Has authority to finalize the decision (B)</p> Signup and view all the answers

    An external consultant in a DMU typically serves as a:

    <p>Influencer (A)</p> Signup and view all the answers

    Which role often initiates the decision-making process in a DMU?

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

    A gatekeeper's influence is strongest during:

    <p>The pre-purchase phase (C)</p> Signup and view all the answers

    In large organizations, the decider is often:

    <p>The individual with budgetary control (C)</p> Signup and view all the answers

    How do influencers affect the DMU?

    <p>By suggesting or endorsing specific options (C)</p> Signup and view all the answers

    Which role in the DMU has minimal direct interaction with the product?

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

    Marketers targeting a DMU must:

    <p>Address all roles within the DMU (D)</p> Signup and view all the answers

    What is the first activity in the pre-purchase phase?

    <p>Recognizing a need (A)</p> Signup and view all the answers

    Which activity typically occurs during the pre-purchase phase?

    <p>Information collection (C)</p> Signup and view all the answers

    What influences the duration of pre-purchase activities?

    <p>The nature and complexity of the purchase (B)</p> Signup and view all the answers

    A consumer deciding to buy a sailboat is likely to spend more time in:

    <p>The pre-purchase phase (B)</p> Signup and view all the answers

    What is an example of a trigger for the pre-purchase phase?

    <p>Discovering a new product online (B)</p> Signup and view all the answers

    Why might pre-purchase activities be short for some purchases?

    <p>The consumer is highly familiar with the product (A)</p> Signup and view all the answers

    In pre-purchase decision-making, which activity follows recognizing a need?

    <p>Collecting information (D)</p> Signup and view all the answers

    Pre-purchase decisions for luxury goods are typically:

    <p>Time-consuming and deliberate (A)</p> Signup and view all the answers

    What is the role of information search during pre-purchase?

    <p>To evaluate alternatives (C)</p> Signup and view all the answers

    Which factor most directly affects the pre-purchase phase?

    <p>Complexity of the product (A)</p> Signup and view all the answers

    What defines the purchase phase in consumer decision-making?

    <p>The transaction or exchange of goods (A)</p> Signup and view all the answers

    Which example reflects a key activity in the purchase phase?

    <p>Clicking &quot;Buy Now&quot; on an online store (D)</p> Signup and view all the answers

    Why is the purchase phase critical for marketers?

    <p>It directly involves the consumer's decision to buy (B)</p> Signup and view all the answers

    What commonly affects the purchase phase?

    <p>Accessibility and ease of purchase (C)</p> Signup and view all the answers

    Which of the following is a primary concern during the purchase phase?

    <p>Completing the transaction successfully (B)</p> Signup and view all the answers

    A consumer choosing between online and in-store shopping is in which phase?

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

    How can marketers influence decisions during the purchase phase?

    <p>By offering discounts and promotions (A)</p> Signup and view all the answers

    What is a potential barrier in the purchase phase?

    <p>A lack of available payment options (A)</p> Signup and view all the answers

    What typically concludes the purchase phase?

    <p>Completion of payment (B)</p> Signup and view all the answers

    Which element is essential to a seamless purchase experience?

    <p>Clear and simple checkout processes (A)</p> Signup and view all the answers

    What occurs during the post-purchase phase?

    <p>Consumer satisfaction assessment (C)</p> Signup and view all the answers

    Which activity exemplifies post-purchase behavior?

    <p>Using a product and deciding to recommend it (D)</p> Signup and view all the answers

    Post-purchase satisfaction is most influenced by:

    <p>How well the product meets expectations (A)</p> Signup and view all the answers

    Which factor leads to negative post-purchase behavior?

    <p>Misleading advertising (B)</p> Signup and view all the answers

    What strategy can improve the post-purchase experience?

    <p>Offering excellent after-sales support (A)</p> Signup and view all the answers

    Which term describes a customer's regret after making a purchase?

    <p>Buyer's remorse (C)</p> Signup and view all the answers

    How can companies address post-purchase dissatisfaction?

    <p>By offering flexible return policies (C)</p> Signup and view all the answers

    What is the role of word-of-mouth in post-purchase behavior?

    <p>It can influence other potential buyers (A)</p> Signup and view all the answers

    What strategy helps maintain customer loyalty post-purchase?

    <p>Personalized follow-up communications (C)</p> Signup and view all the answers

    Which action would reduce post-purchase regret?

    <p>Providing accurate product descriptions and expectations (A)</p> Signup and view all the answers

    What was Propecia initially designed to treat?

    <p>Hair loss (D)</p> Signup and view all the answers

    What was a challenge Merck faced in marketing Propecia?

    <p>Doctors reluctant to prescribe for a cosmetic condition (D)</p> Signup and view all the answers

    How did Propecia work best?

    <p>Preventing further hair loss (B)</p> Signup and view all the answers

    What delayed many men from seeking treatment for hair loss?

    <p>Trying non-medical remedies first (A)</p> Signup and view all the answers

    Which medical professionals were more receptive to Propecia?

    <p>Dermatologists (D)</p> Signup and view all the answers

    What was a significant barrier for physicians prescribing Propecia?

    <p>Its association with cosmetic conditions (A)</p> Signup and view all the answers

    How long did Propecia typically take to show results?

    <p>Three months (A)</p> Signup and view all the answers

    Why did some physicians avoid prescribing Propecia?

    <p>Negative side effects from a similar product, Rogaine (A)</p> Signup and view all the answers

    What was a known side effect of Propecia?

    <p>Rare sexual dysfunction (D)</p> Signup and view all the answers

    What type of product was Propecia categorized as?

    <p>A lifestyle drug (C)</p> Signup and view all the answers

    What percentage of balding men underestimated their rate of hair loss?

    <p>50% (D)</p> Signup and view all the answers

    What was a common attitude among men experiencing baldness?

    <p>Resignation to their condition (D)</p> Signup and view all the answers

    What did Merck identify as critical for Propecia's success?

    <p>Encouraging early adoption (D)</p> Signup and view all the answers

    How did Merck plan to motivate consumers to act sooner?

    <p>Through urgency-focused advertising (D)</p> Signup and view all the answers

    What type of consumer involvement did Propecia require?

    <p>Active and proactive decision-making (D)</p> Signup and view all the answers

    What type of patients did Merck focus on reaching?

    <p>Men in the early stages of hair loss (B)</p> Signup and view all the answers

    Why was Propecia less effective for certain patients?

    <p>It could not regrow significant amounts of hair (A)</p> Signup and view all the answers

    What factor delayed many men from considering medical solutions?

    <p>Experimenting with non-medical solutions (B)</p> Signup and view all the answers

    What did Merck highlight in its advertisements?

    <p>The importance of early action (B)</p> Signup and view all the answers

    What role did direct-to-consumer (DTC) advertising play?

    <p>It informed consumers about early-stage benefits (A)</p> Signup and view all the answers

    What was a key goal of Propecia's physician detailing campaign?

    <p>To raise awareness and reduce skepticism (C)</p> Signup and view all the answers

    What phase did Propecia target physicians to move through?

    <p>Awareness to confident prescription (A)</p> Signup and view all the answers

    Why did Merck focus on primary care physicians?

    <p>They were often the first point of contact (C)</p> Signup and view all the answers

    How did Propecia perform in its first year?

    <p>Sales reached $72 million (D)</p> Signup and view all the answers

    Flashcards

    Decision-Making Unit (DMU)

    A group of individuals influencing and participating in a purchase decision, not just a single person.

    Buyer's Role in DMU

    The person completing the purchase transaction.

    DMU Roles Beyond Buyer

    Includes influencers, gatekeepers, deciders, and users, all with a part in the purchasing process.

    Gatekeeper's Role

    Controls access to information in the DMU.

    Signup and view all the flashcards

    Decider's Role

    Has the authority to make the final purchasing decision in the DMU.

    Signup and view all the flashcards

    Influencer's Role

    Persuades or guides others' purchasing decisions in the DMU.

    Signup and view all the flashcards

    User's Role

    The person who uses the purchased product or service.

    Signup and view all the flashcards

    Pre-Purchase Phase

    First phase of the consumer decision-making process, starting with recognizing the need.

    Signup and view all the flashcards

    Purchase Phase

    The actual transaction or exchange of goods in the consumer decision-making process.

    Signup and view all the flashcards

    Post-Purchase Phase

    The evaluation of satisfaction or dissatisfaction after a purchase.

    Signup and view all the flashcards

    Quantitative Research

    Research method that collects and analyzes numerical data.

    Signup and view all the flashcards

    Observational Research

    Qualitative research technique involving monitoring consumers without direct interaction.

    Signup and view all the flashcards

    Experimental Research

    Research method to establish cause-and-effect relationships by manipulating variables.

    Signup and view all the flashcards

    Survey Methods

    Quantitative data collection using questionnaires.

    Signup and view all the flashcards

    Questionnaire Design

    Creating structured questions for collecting numerical data

    Signup and view all the flashcards

    Propecia

    A medication initially designed to treat male pattern hair loss.

    Signup and view all the flashcards

    Co-creation

    Engaging consumers in creating value by getting their inputs.

    Signup and view all the flashcards

    Conscience Marketing

    Integrating ethical considerations and social good into marketing.

    Signup and view all the flashcards

    Social Media Influence

    The way social media affects purchasing decisions in the pre-purchase, purchase, and post-purchase phases.

    Signup and view all the flashcards

    Study Notes

    Decision-Making Unit (DMU)

    • A DMU is a group of individuals who influence and participate in a purchase decision.
    • The buyer is the person responsible for the actual purchase.
    • Other roles within a DMU include: gatekeeper, influencer, decider, and user.
    • The gatekeeper controls information flow and access to product information.
    • The influencer persuades or guides decision-making.
    • The decider makes the final purchase decision.
    • The user is responsible for using the product.

    Consumer Decision-Making

    • Pre-purchase phase activities include evaluating alternatives and recognizing a need.
    • Understanding the consumer's relationship with the seller and the nature of the purchase impacts the pre-purchase phase.
    • The purchase phase involves selecting a purchase option, like clicking "Buy Now."
    • Post-purchase activities include evaluating the product and the purchase experience.
    • Influences on the decision-making process include cost, the complexity of the purchase, and the relationship between the consumer and the seller.
    • Factors influencing the pre-purchase phase include consumer mood and the complexity of the product.
    • Consumer regret is commonly referred to as buyer's remorse.

    Marketing and the DMU

    • Marketers must address all roles within the DMU.
    • Marketers should use strategies to influence decisions, like offering discounts and promotions.
    • Understanding what motivates the buyer and other roles is crucial for marketers.
    • A primary concern during the purchase phase is completing the transaction successfully.
    • Critical factors driving pre-purchase behavior include social media, consumer mood, and product complexity.

    Post-Purchase Phase

    • This phase encompasses evaluation of the product, purchase, or decision.
    • Crucial for maintaining customer loyalty, post-purchase experiences can be leveraged to increase sales.
    • Techniques for improving the post-purchase experience include providing detailed product descriptions, excellent customer support, and accurate expectations.

    Social Media Considerations

    • Social media plays a key role in several phases of the consumer decision-making process.
    • Consumers use social media to gather information and feedback.
    • Social media creates a platform where brands can interact directly with potential and existing customers.
    • Brands actively engage in creating value and strengthening reputations via social platforms.

    Quantitative Marketing Research

    • Quantitative research involves numerical data for statistical analysis.
    • Examples of quantitative research include surveys, experiments, and analyzing existing data sets.
    • Statistical analysis helps identify correlations and trends in consumer behavior.
    • Quantitative research is useful for predicting consumer behavior.
    • Survey data collected via various methods can provide significant insights into consumer behavior and preferences.
    • Quantitative research data informs marketing strategies by identifying consumer behaviors, preferences, and decision-making processes.

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Related Documents

    Harvard Quiz on Decision-Making Unit (DMU)

    Description

    Explore the roles within a Decision-Making Unit (DMU) in consumer purchases. Understand the pre-purchase, purchase, and post-purchase phases, along with the influences that affect decision-making. This quiz will help clarify key concepts and the dynamics involved in consumer behavior.

    More Like This

    Marketing Decision Making Roles and Processes
    10 questions

    Marketing Decision Making Roles and Processes

    LuxuriousPlutonium avatar
    LuxuriousPlutonium
    Decision-Making Unit (DMU) and Purchase Factors
    70 questions

    Decision-Making Unit (DMU) and Purchase Factors

    VivaciousChrysoprase9529 avatar
    VivaciousChrysoprase9529
    CB quiz - 2.3 Harvard note - Consumer Decision-Making Unit (DMU)
    18 questions

    CB quiz - 2.3 Harvard note - Consumer Decision-Making Unit (DMU)

    VivaciousChrysoprase9529 avatar
    VivaciousChrysoprase9529
    Understanding Decision-Making Unit (DMU)
    18 questions

    Understanding Decision-Making Unit (DMU)

    VivaciousChrysoprase9529 avatar
    VivaciousChrysoprase9529
    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser