Marketing: Cognition and Purchase Decision Essay

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Consumer behavior: the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after there actions
Purchase decision process: 1. Problem recognition: perceiving a need-btw a persons ideal and actual situation big enough to trigger a dicision-simple as high school clothes to college clothes 2: information search: seeking value 3. Alternative evaluation: assessing value-the info search stage clarifies the problem for the consumer by suggesting criteria to use for the purchase b.) yielding brand names that might meet the criteria and developing consumer value perceptions 4: purchase decision: buying value: having examined the alternatives in the consideration set, you are almost ready to make a purchase decision from whom to buy and when to buy 5: postpurchase behavior: value in consumption or use: after buying a product the consumer compares it with his or her expectations and is either satisfied or dissatisfied.
Evaluation criteria: which represent both the objective attributes of a brand such as display and the subjective ones such as prestige you use to compare different products and brands
Consideration set: the group of brands that you would consider from among all the brands of which you are aware in the product class
Cognitive dissonance: postpurchase tension or anxiety-should I have purchased a apple or Motorola
Consumer involvement: skip 5 stage purchase to follow this ones 1. Is expensive 2. Can have serious personal consequences 3. Could reflect on ones social image
Extended problem solving: each of the 5 stages of consumer purchase decision process is used and considerable time and effort are devoted to the search for external info n the identification and evaluation of alternatives.
Limited problem solving: consumers typically seek some info or rely on a friend to help them evaluate alternatives-several items might be evaluated using moderate of attributes
Routine problem solving: the purchase process for such items is virtually a habit and typifies low involment decision making- such as table salt or milk
Involvement and marketing strategy: low and high consumer involvement have important implications for marketing strategy if a company markets a low involvement product and its brand is a market leader attention is on maintaining product quality, avoiding stock out situations and repetitive advertising messages
5 Situational influences: 1: the purchase task-is the reason for engaging in the decision 2. Social surrounding: include other people surrounding when purchase is made 40% of ppl w child by more than shoping alone. 3. Physical surrounding: such as décor, music and crowding, in retail stores may alter how purchase decision are made 4. Temporal effects: such as time of the day or the amount of time available will influence where customers will have breakfast or lunch n what is ordered. 5. Antecedent states: which include the consumer mood or the amount cash on hand, consumers w credit card buy more than w chash and debit card.
Psychological factors: motivation: is the energizing force that stimulates behavior to satisfy a need. Personality: refers to a persons consistent behaviors or responses to recurring situations. Self concept: which is the way people see themselves and the way they believe others see them. Perception: the process by which an individual selects organizes and interprets info to create a meaningful pic of the world
Selective perception: the average a consumer operates in a complex environment the human brain attempts to organize and interpret information
Subliminal perception: means that you see or hear messages without being aware of them
Perceived Risk: represents the axiety felt b/c the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences (is bungee jumping safe?)
Learning: refers to those behaviors that result from repeated experience and
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