Basis of Buyer Decisions
o :## Product choice
o Brand choice
o Dealer choice
o Purchase timing
o Purchase amount
Consumer Buying Process
o :## Problem recognition, information search, evaluation of alternatives,
purchase decision, post-purchase behavior
Problem Recognition
o :## The firs...
Marketing 3000 Joel Poor Questions and Answers
Basis of Buyer Decisions
o :## Product choice
o Brand choice
o Dealer choice
o Purchase timing
o Purchase amount
Consumer Buying Process
o :## Problem recognition, information search, evaluation of alternatives,
purchase decision, post-purchase behavior
Problem Recognition
o :## The first stage of the business buying process in which someone in the
company recognizes a problem or need that can be met by acquiring a good or a
service.
Information Search
o :## the stage of the buyer decision process in which the consumer is motivated
to search for more information
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Evaluation of Alternatives
o :## analyze product attributes, use cutoff criteria, rank attributes by importance
Purchase Decision
o :## the buyer's decision about which brand to purchase
Post-Purchase Behavior
o :## The stage of the buyer decision process in which consumers take further
action after purchase, based on their satisfaction or dissatisfaction
Innate Needs
o :## Physiological (or biogenic) needs that are considered primary needs or
motives
Acquired Needs
o :## need for achievement, need for affiliation, need for power
A Trio of Needs
o :## power, affiliation, achievement
What do people use for information search?
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o :## Internal Sources (stored in memory)
Group Sources
Marketing Sources
Public Sources
Experiential Sources (Trial)
Hierarchical Heuristic
o :## use one attribute to exclude alternatives, then make a comparison of
remaining alternatives based on another attribute or two
What decisions might be made when purchasing a product?
o :## Specific product features
Where and When to make the purchase
How to take possession
Method of payment
Post-Purchase Evaluation
o :## Expectancy gap theory: The level of satisfaction is equal to the actual
performance minus the expectations
Types of Decision Making
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