What stage of the consumer buying decision process comes after problem recognition quizlet?

involves extensive internal and external search followed by a complex evaluation of multiple alternatives

response to the high level of purchase involvement

during postpurchase evaluation, doubts are likely and a thorough evaluation takes place

occur when making big purchase decisions (house, cars, trips, etc.)

emotional decisions may involve substantial cognitive effort

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Terms in this set (24)

Psychology helps marketers understand why and how consumers behave as they do. In particular, psychological concepts such as motivation and personality, perception, learning, values, beliefs and attitudes, and lifestyle are useful for interpreting buying processes. Motivation is the energizing force that stimulates behavior to satisfy a need. Personality refers to a person's consistent behaviors or responses to recurring situations. Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. Consumers filter information through selective exposure, comprehension, and retention.
Much consumer behavior is learned. Learning refers to those behaviors that result from (a) repeated experience and (b) reasoning. Brand loyalty results from learning. Values, beliefs, and attitudes are also learned and influence how consumers evaluate products, services, and brands. A more general concept is lifestyle. Lifestyle, also called psychographics, combines psychology and demographics and focuses on how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Sociocultural influences, which evolve from a consumer's formal and informal relationships with other people, also affect consumer behavior. These involve personal influence, reference groups, the family, social class, culture, and subculture. Opinion leadership and word-of-mouth behavior are two major sources of personal influence on consumer behavior. Reference groups are people to whom an individual looks as a basis for self-approval or as a source of personal standards. Family influences on consumer behavior result from three sources: consumer socialization, passage through the family life cycle, and decision making within the family or household. A more subtle influence on consumer behavior than direct contact with others is the social class to which people belong. Persons within social classes tend to exhibit common values, attitudes, beliefs, lifestyles, and buying behaviors. Finally, a person's culture and subculture have been shown to influence product preferences and buying patterns.

Organizations dwarf consumers in terms of online transactions made and purchase volume. Online buying in organizational markets is popular for three reasons. First, organizational buyers depend on timely supplier information that describes product availability, technical specifications, application uses, price, and delivery schedules. This information can be conveyed quickly via Internet technology. Second, this technology substantially reduces buyer order processing costs. Third, business marketers have found that Internet technology can reduce marketing costs, particularly sales and advertising expense, and broaden their customer base. Two developments in online buying have been the creation of e-marketplaces and online auctions. E-marketplaces provide a technology trading platform and a centralized market for buyer-seller transactions and make possible the real-time exchange of information, money, products, and services. These e-marketplaces can be independent trading communities, such as PlasticsNet, or private exchanges, such as the Global Healthcare Exchange. Online traditional and reverse auctions represent a second major development. With traditional auctions, the highest-priced bidder "wins." Conversely, the lowest-priced bidder "wins" with reverse auctions.

Secondary data have already been recorded prior to the start of the project and consist of two parts: (a) internal secondary data, which originate from within the organization, such as sales reports and customer comments, and (b) external secondary data, which are created by other organizations, such as the U.S. Census Bureau (which provides data on the country's population, manufacturers, retailers, and so on) or business and trade publications (which provide data on industry trends, market size, etc.). Primary data are collected specifically for the project and are obtained by either observing or questioning people.

Interactive marketing involves two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. It creates customer value by providing time, place, form, and possession utility for consumers. Customer relationships are created and sustained through two unique capabilities of Internet technology: interactivity and individuality. From an interactive marketing perspective, customer experience represents the sum total of the interactions that a customer has with a company's website, from the initial look at a home page through the entire purchase decision process. Companies produce a customer experience through seven website design elements. These elements are context, content, community, customization, communication, connection, and commerce.

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