Questions and Answers
What is the Consumer Purchase Decision Process?
- Problem recognition 2. Information search 3. Alternative evaluation 4. Purchase decisions 5. Post purchase behaviours
What is Problem Recognition?
The buyer becomes aware of the desired state and the actual condition.
What is Information Research?
When a consumer looks for information about the product, which can be internal (past memories) or external (family, friends, marketings).
What is Evaluation of Alternatives?
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What are Post Purchase Behaviours?
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What is Post-Purchase Dissonance?
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Which of the following are possible influences on consumer decisions? (Select all that apply)
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What is Adoption/Rejection?
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What is the Product Adoption Process?
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What are the 3 types of consumer problem solving?
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What is Routinised Problem Solving?
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What is Limited Problem Solving?
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What is Extended Problem Solving?
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Study Notes
Consumer Purchase Decision Process
- Five stages: Problem recognition, Information search, Alternative evaluation, Purchase decisions, Post-purchase behaviors.
Problem Recognition
- Awareness of the gap between desired state and actual condition.
- Example: Seeking shelter from rain when realizing one will get wet.
Information Search
- Process of looking for product information, which can be:
- Internal: Based on past memories.
- External: Involves family, friends, or marketing sources.
Evaluation of Alternatives
- Analysis of different brands gathered during the information search.
- Evoked set: Consideration of a specific product among similar brands, like mobile phones.
- Objective factors: Size, weight, dimensions.
- Subjective factors: Color, style, characteristics.
Post Purchase Behaviors
- Actions taken based on consumer satisfaction or dissatisfaction after purchase.
Post-Purchase Dissonance
- Cognitive dissonance refers to discomfort from conflicting thoughts or beliefs; for example, feeling hesitant about a meal choice compared to other potentially better options.
Influences on Consumer Decisions
- Situational: Social surroundings, physical environment, time, mood.
- Psychological: Perception, motives, attitudes, personality, lifestyles.
- Social: Family roles, cultural influences, social issues, subcultures.
Adoption/Rejection
- Decision to adopt a product or search for alternatives.
- Transition from cognitive awareness to emotional preference for a product.
Product Adoption Process
- Stages include Awareness, Interest, Evaluation, Trials, and Adoption.
- Awareness: Buyer learns about the product.
- Interest: Seeking more information.
- Evaluation: Considering product benefits.
- Trials: Testing the product.
- Adoption: Final purchase and continued use.
Types of Consumer Problem Solving
- Routinized: Simple, low-cost purchases requiring minimal effort.
- Limited: Moderate-cost items analyzed more thoughtfully before buying.
- Extended: High-cost, unfamiliar products demanding comprehensive evaluation.
Routinized Problem Solving
- Involves low-cost items, such as toothpaste.
- Minimal search and quick decision-making process with a preferred brand.
Limited Problem Solving
- Occurs with occasional purchases or unfamiliar products.
- Moderate search effort and consideration of several brands.
Extended Problem Solving
- Engaged when purchasing expensive or unfamiliar products.
- High search and evaluation effort prior to decision-making.
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Description
Explore the five stages of the consumer purchase decision process, including problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behaviors. Understand how consumers recognize needs and evaluate options to make informed choices. This quiz will help reinforce key concepts in consumer behavior.