Ch 6: Consumer Behavior

TEST NEXT THURSDAY - SEPT 20TH
12 questions from each chapter
Study Guide is available on D2L


Went over Tweets
- Textbook Brokers - very helpful employees

- Retail.. even if they are not connected to our store..can impact our customers and what they think of our store..We don't have much control over them, so be careful! Such as the "sketchy Camel representative"


Understanding Consumer Behavior
Consumer Behavior
how consumers make purchase decisions
how consumers use and dispose of product


Consumer Decision-Making Process
The type of purchase can change the process.. if buying a pack of gum or buying a car.. steps may vary in that way.

1. Need Recognition
"hey we've got less than a 1/2 gal of milk..we need milk"

Recognition of Unfulfilled Wants
- When a product isn't performing properly
- When the consumer is running out of a product
- When another product seems better


"Maybe my knee will stop clicking when I walk" (if I get injectable cartilage)
"Hey okay, that might be interesting" 


We look for stuff that is worth my time, so we seek external confirmation.

"Sell for a need, rather than create a desire."a


2. Information Search

-- Internal Information Search
Recall information in memory

-- External Information search
Seek information in outside
environment
 + Non-marketing controlled
 + Marketing controlled


Some people spend more time, some spend less time when making a purchase.

3. Evaluation of Alternatives and Purchase
Analyse product attributes
Use cutoff criteria - people create attributes that are important to us.. If it doesn't have this feature/limitation then I'm not going to buy it. (at least 7 seating in the minivan)
Rank attribute by importance (note emotions are not always rankable..like in house buying)

Evoked set - the group you're going to consider (minivan or suv that is my set, so trucks, cars, and crossovers are out)

4. Purchase


5. Postpurchase Behavior
Use & Disposal


Consumers can reduce cognitive dissonance by:

 Seeking information that reinforces positive ideas about the purchase

 Avoiding information that contradicts the purchase decision

 Revoking the original decision by returning the product




Marketing can minimize through:
- Effective Communication
- Follow-up (find the problem people and help them..or else they hate us more everyday)
- Guarantees
- Warranties



Continuum of Consumer Buying Decisions

Low involvement is routine: Oh a pack of gum, BAM. Purchase done.



Marketing Implications of Involvement

High-involvement purchases require: >> Extensive and informative promotion to target market

Low-involvement purchases require: >> In-store promotion, eye-catching packaging design, and good displays. Coupons, cents-off 2-for-1 offers. In Your Face


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Turned in Homework Assignment 2