Northeastern Illinois University CH5 Consumer Behavior Reflective Paper I need someone to choose a product that you bought recently, and describe your buyi

Northeastern Illinois University CH5 Consumer Behavior Reflective Paper I need someone to choose a product that you bought recently, and describe your buying decision process in terms of these five steps I linked below. Using the terms referred to the book I will provide the chapter and notes on it below as well. Let me know if you have any questions! 1
Consumer behavior consists of 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.

5-1
The purchase decision process is the five stages a
buyer passes through in making choices about which
products and services to buy:
THE CONSUMER DECISION MAKING PROCESS
Problem
Recognition
Information
Search
Alternative
Evaluation
Purchase
Decision
Postpurchase
Behavior
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Problem recognition perceives a difference between
a person’s ideal and actual situations big enough
to trigger a decision.
1. PROBLEM RECOGNITION
Functional needs
Psychological needs
performance of a
product
personal
gratification
consumers
associate with a
product or service.
In marketing, advertisements or salespeople can
activate a consumer’s decision process by showing
the shortcomings of competing or currently owned
products.
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1
2. SEARCH FOR INFORMATION
Internal Search for Information
External Search for Information
•
•
•
•
Personal Sources
Public Sources
Marketer-Dominated
Sources
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After recognizing a problem, a consumer begins to
search for information about which product or
service might satisfy the newly discovered need.
An internal search:
• Involves scanning one’s memory for previous
experiences with products or brands.
• Is often sufficient for frequently purchased
products.
An external search:
• May be necessary when past experience or
knowledge is insufficient.
• The risk of making a wrong decision is high.
• The cost of gathering information is low.
The primary sources of external information are:
• Personal sources, such as relatives and friends
whom the consumer trusts.
• Public sources, including:
Product-rating organizations like Consumer
Reports.
Government agencies like the Consumer
Product Safety Commission.
Consumer-oriented TV programs.
• Marketer-dominated sources, such as information
from sellers that include Advertising,
Salespeople,. Company websites, Point-ofpurchase displays in stores.
The information stage (previous step) clarifies the
problem for consumers by:
• Suggesting criteria to use for the purchase.
• Providing brand names that might meet the
criteria.
• Developing consumer value perceptions.
3. ALTERNATIVE EVALUATION
?Evaluative criteria
? Factors that represent both the objective attributes of
a brand and the subjective ones a consumer uses to
compare different products and brands.
?Consideration Set
? Group of brands, resulting from an information search,
from which a buyer can/will choose
? Also called “Evoked Set”
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A consumer’s evaluative criteria are:
• Factors that represent both the objective
attributes of a brand and the subjective ones a
consumer uses to compare different products and
brands.
• Often mentioned or displayed in advertisements.
Consumers often have several criteria for evaluating
brands.
• This establishes the consideration set—the group
of brands that a consumer would consider
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acceptable from among all the brands in the
product class of which he or she is aware.
• Consumers can change their evaluative criteria to
create a different consideration set of models and
brands if the alternatives are unsatisfactory.
Evaluative criteria in this case could be
? A retail price of $750 or less.
? Excellent messaging capability.
? Good voice quality.
? Very good to excellent camera image quality.
Resulting consideration set: All the brands that
satisfy these criteria
Having examined the alternatives in the
consideration set, two choices remain:
1. From whom to buy is determined by an
evaluation of:
?
The seller’s terms of sale.
?
Past purchase experience with that seller.
?
The seller’s return policy.
4. PURCHASE DECISION
?Decide from Whom to Buy
?Decide When to Buy
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2. When to buy is determined by:
?
Whether the product/preferred brand is on
sale.
?
Whether the manufacturer offers a
coupon/rebate.
?
The store’s atmosphere/ease of the shopping
experience.
?
Salesperson assistance.
?
Time pressure.
?
Financial circumstances.
3
After buying a product, the consumer compares it
with his/her expectations and Is either satisfied or
dissatisfied.
5. POSTPURCHASE BEHAVIOR
? Customer Satisfaction Studies
? Satisfied Customers
Tell 3 People
? Dissatisfied Customers
Tell 9 People
? Cognitive Dissonance
? The feeling of post-purchase psychological tension or
anxiety consumers may experience when faced with two or
more highly attractive alternatives.
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If the consumer is dissatisfied, marketers must
determine whether:
• The product was deficient.
• Consumer expectations were too high. If
expectations are too high:
• A company’s advertising or the salesperson…
• May have oversold the product’s features and
benefits.
• Product deficiency may require a design change.
Customers’ satisfaction or dissatisfaction with the
consumption or use experience affects consumer
communication and repeat-purchase behavior.
Satisfied buyers:
• Tell 3 other people about their experience.
• Tend to buy from the same seller each time a
purchase decision arises.
Dissatisfied buyers:
• About 90 percent will not buy a product again.
• Will complain to 9 people.
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