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Submitted by bigriz44 on March 26, 2008
Category: Business
Words: 925 | Pages: 4
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Salvatore Rizzo
September 9th, 2007
Consumer Behavior-Calvert
Research Assignment #1
Relevant Definitions
• Complex Decision Making- Decisions made by actively aquiring information about the product. Competing products are evaluated.
• Psychological Set- How the consumer perceives the product based on his or her needs , attitudes, and comparison of that product with competing products.
• Motives- The drive that moves a consumer towards fulfilling his or her needs.
• Benefit Criteria- The factors that a consumer deems important in deciding between competing brands.
• Benefit Segments- Consumers grouped by similar needs from their product.
• Stimuli- Verbal, visual, and physical ques that trigger a consumers response.
• Perception- The forumulated view a consumer has, consisting of his or her exposure to marketing and environmental influences.
• Memory- The information that a consumer remembers and stores that paints an indivudal picture of how they view something.
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Complex Decision Making
Need Arousal ïƒ Consumer Info. Processing ïƒ Brand Evaluation ïƒ Purchase ïƒ Postpurchase Evaluation
1. Need Arousal- begins the decision making process. The difference between the consumers current situation and desired goal creates need.
2. Consumer Information Processing- Informs the consumer of the product from various sources (Web, Television, Printed, Radio)
3. Brand Evaluation- The consumer breaks down the characteristics of competing brands and develops an expected level of satisfaction for each of the brands.
4. Purchase- The consumer decides which brand will deliver the benefits that satisfy their needs. Factors such as financing the products purchase and location of purchase come into play.
5. Post purchase Evaluation- Once the purchase has been made, the consumer...
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