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BUSML 3250 Exam 2 Questions with Complete Answers
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BUSML 3250 Exam 2 Questions with Complete Answers
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BUSML 3250 Exam 2 Questions withComplete Answers
CRO Ping - Answer-"C Redible O Pinions" Activately seeking out information and
postponing a purchase decision until all options have been evaluated.
Consumer Behavior - Answer-the actions a person takes in purchasing and using
products and services, including the mental and social processes that come before and
after these actions
Purchase decision process - Answer-the stages a buyer passes through in making
choices about which products or services to buy.
Five stages:
1) Problem Recognition
2) Information Search
3) Alternative Evaluation
4) Purchase Decision
5) Post purchase Behavior
Problem Recognition (Stage 1) - Answer-Perceiving a difference between a person's
ideal and actual situations big enough to trigger a decision.
Information Search (Stage 2) - Answer-Searching for information on the product, can be
done through internal or external searches.
Internal Search - Answer-Scanning your memory for previous experiences with brands
or products
External Search - Answer-needed when past experience or knowledge is insufficient,
the risk of making a wrong purchase decision is high, and the cost of gathering
information is low.
3 Primary sources of external information:
1) Personal Sources, i.e. relatives or friends
2) Public Sources, i.e. Consumer reports, government agencies, Tv consumer programs
3) Marketer-dominated Sources, i.e. information from sellers including advertising,
Company websites, salespeople, point-of-purchase displays in stores
Alternative Evaluation (Stage 3) - Answer-The alternative evaluation stage clarifies the
problem for the consumer by (1) suggesting criteria to use for the purchase, (2) yielding
brand names that might meet the criteria, and (3) developing consumer value
perceptions.
,Evaluative Criteria - Answer-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 - Answer-A group of brands that a consumer considers acceptable
from among all the brands in the product class of which he or she is aware.
cognitive dissonance - Answer-feeling of post-purchase psychological tension or
anxiety. To alleviate it, consumers often try to applaud themselves for making the right
choice.
Involvement - Answer-the personal, social, and economic significance of the purchase
to the consumer
3 Characteristics of high-involvement purchases - Answer-1) Expensive
2) Can have serious personal consequences
3) Could reflect on ones social image
extended problem solving - Answer-In extended problem solving, each of the five
stages of the consumer purchase decision process is used and considerable time and
effort are devoted to the search for external information and the identification and
evaluation of alternatives. Several brands are in the consideration set, and these are
evaluated on many attributes. Extended problem solving exists in high-involvement
purchase situations for items such as automobiles and audio systems.
Limited Problem solving - Answer-In limited problem solving, consumers typically seek
some information or rely on a friend to help them evaluate alternatives. Several brands
might be evaluated using a moderate number of attributes.
Routine problem solving - Answer-for products such as table salt and milk, consumers
recognize a problem, make a decision, and spend little effort seeking external
information and evaluating alternatives.
Situational Influences that affect purchase decisions - Answer-Five situational
influences have an affect on the purchase decision process:
1) the purchase task (reason for engaging in the purchase decision)
2) social surroundings (other people present when purchase is made)
3) physical surroundings (decor, music, crowding in retail store)
4) temporal effects (time of day, amount of time available)
5) antedecedent states (consumer's mood or amount of cash on hand)
Consumer touchpoints - Answer-A marketer's product, service, or brand points of
contact with a consumer from start to finish in the purchase decision process.
, Consumer journey map - Answer-A visual representation of all the touchpoints for a
consumer who comes into contact with a company's products, services, or brands
before, during, and after a purchase.
Motivation - Answer-the energizing force that stimulates behavior to satisfy a need
Five need classes - Answer-Physiological, social, safety, personal, self-actualization
Personality - Answer-a person's consistent behaviors or responses to recurring
situations
key traits - Answer-enduring characteristics within a person or in his or her relationships
with others
self-concept - Answer-the way people see themselves and the way they believe others
see them.
Ideal self concept describes how people would like to see themselves, while actual self
concept refers to how people actually see themselves.
perception - Answer-the process by which people select, organize, and interpret
information to form a meaningful picture of the world
selective perception - Answer-the human brain attempts to organize and interpret
information through the filtering of exposure, comprehension, and retention
selective comprehension - Answer-involves interpreting information so that it is
consistent with your attitudes and beliefs
selective retention - Answer-consumers do not remember all the information they see,
read, or hear, even minutes after exposure to it
subliminal perception - Answer-seeing or hearing messages without being aware of
them
perceived risk - Answer-the anxiety felt because the consumer cannot anticipate the
outcomes of a purchase but believes there may be negative consequences
strategies companies implement to reduce perceived risk - Answer-obtaining seals of
approval, securing endorsements from famous people, providing free trials of the
product, giving extensive usage instructions, providing warranties and guarantees
learning - Answer-behaviors that result from repeated experience and reasoning
behavioral learning - Answer-the process of developing automatic responses to a
situation built up through repeated exposure to it
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