Consumer Decision-Making Unit Overview
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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</p> Signup and view all the answers

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

    <p>Decider</p> Signup and view all the answers

    Which role in the DMU might veto a purchase?

    <p>Gatekeeper</p> Signup and view all the answers

    The influencer's role in a DMU is to:

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

    Who is responsible for using the product in a DMU?

    <p>User</p> Signup and view all the answers

    What distinguishes a gatekeeper in the DMU?

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

    In a family purchase, children often act as:

    <p>Users</p> Signup and view all the answers

    The decider in a DMU:

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

    An external consultant in a DMU typically serves as a:

    <p>Influencer</p> Signup and view all the answers

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

    <p>Gatekeeper</p> Signup and view all the answers

    A gatekeeper's influence is strongest during:

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

    In large organizations, the decider is often:

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

    How do influencers affect the DMU?

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

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

    <p>Gatekeeper</p> Signup and view all the answers

    Marketers targeting a DMU must:

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

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

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

    Which activity typically occurs during the pre-purchase phase?

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

    What influences the duration of pre-purchase activities?

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

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

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

    Pre-purchase decisions for luxury goods are typically:

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

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

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

    Which factor most directly affects the pre-purchase phase?

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

    What defines the purchase phase in consumer decision-making?

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

    What commonly affects the purchase phase?

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

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

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

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

    <p>Purchase</p> Signup and view all the answers

    How can marketers influence decisions during the purchase phase?

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

    What is a potential barrier in the purchase phase?

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

    What typically concludes the purchase phase?

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

    Which element is essential to a seamless purchase experience?

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

    What occurs during the post-purchase phase?

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

    Which activity exemplifies post-purchase behavior?

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

    Post-purchase satisfaction is most influenced by:

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

    Which factor leads to negative post-purchase behavior?

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

    What strategy can improve the post-purchase experience?

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

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

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

    How can companies address post-purchase dissatisfaction?

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

    What strategy helps maintain customer loyalty post-purchase?

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

    Which action would reduce post-purchase regret?

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

    What was Propecia initially designed to treat?

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

    How did Propecia work best?

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

    What delayed many men from seeking treatment for hair loss?

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

    Which medical professionals were more receptive to Propecia?

    <p>Dermatologists</p> Signup and view all the answers

    What was a significant barrier for physicians prescribing Propecia?

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

    How long did Propecia typically take to show results?

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

    Why did some physicians avoid prescribing Propecia?

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

    What was a known side effect of Propecia?

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

    What type of product was Propecia categorized as?

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

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

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

    What was a common attitude among men experiencing baldness?

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

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

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

    How did Merck plan to motivate consumers to act sooner?

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

    What type of consumer involvement did Propecia require?

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

    Why was Propecia less effective for certain patients?

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

    What factor delayed many men from considering medical solutions?

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

    What did Merck highlight in its advertisements?

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

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

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

    What phase did Propecia target physicians to move through?

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

    Why did Merck focus on primary care physicians?

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

    How did Propecia perform in its first year?

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

    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.

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    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.

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