MGKT Chapter 6

A five-step process used by consumers when buying goods or services.

Result of an imbalance between actual and desired states.

• Any unit of input affecting one or more of the five senses:
• •sight
• •smell
• •taste
• •touch
• •hearing

• •When a current product isn’t performing properly
• •When the consumer is running out of a product
• •When another product seems superior to the one currently used

Recall information in memory

•Seek information in outside environment

Group of brands, resulting from an information search, from which a buyer can choose

• Analyze product attributes
• Use cutoff criteria
• Rank attributes by importance

Determines which attributes are most important in influencing a consumer’s choice

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

• Seeking information that reinforces positive ideas about the purchase
• Avoiding information that contradicts the purchase decision
• Revoking the original decision by returning the product

• Level of consumer involvement
• Length of time to make decision
• Cost of good or service
• Degree of information search
• Number of alternatives considered

• Little involvement in selection process
• Frequently purchased low cost goods
• May stick with one brand
• Buy first/evaluate later
• Quick decision

• Low levels of involvement
• Low to moderate cost goods
• Evaluation of a few alternative brands
• Short to moderate time to decide

• High levels of involvement
• High cost goods
• Evaluation of many brands
• Long time to decide
• May experience cognitive dissonance

• Previous Experience
• Interest
• Perceived Risk of Negative Consequences
• Situation
• Social Visibility

Extensive and informative promotion to target market

In-store promotion, eye-catching package design, and good displays.Coupons, cents-off, 2-for-1 offers

• Values
• Language
• Myths
• Customs
• Rituals
• Laws
• Material artifacts

• Pervasive
• Functional
• Learned
• Dynamic

Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.

A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.

A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.

• Occupation
• Income
• Education
• Wealth
• Other Variables

• Indicates which medium to use for advertising
• Helps determine the best distribution for products

• Reference Groups
• Opinion Leaders
• Family Members

An individual who influences the opinion of others.

• •Initiators
• •Influencers
• •Decision Makers
• •Purchasers
• •Consumers

Consumer notices certain stimuli and ignores others

Consumer changes or distorts information that conflicts with feelings or beliefs

Consumer remembers only that information that supports personal beliefs

A method of classifying human needs and motivations into five categories in ascending order of importance.

An experience changes behavior

Not learned through direct experience

An organized pattern of knowledge that an individual holds as true about his or her world.

A learned tendency to respond consistently toward a given object.

• •Change beliefs about the brand’s attributes
• •Change the relative importance of these beliefs
• •Add new beliefs