________ pertain(s) to the personal gratification consumers associate with the product or service.

Chapter 6: Consumer Behavior

Marketing

-We are all consumers

-As marketeers, we want to know how consumers consume and why they consume the way

they do

~ The Consumer Decision Process

1.Need Recognition

-Recognizing that you “need” something

-The Types of Needs: [1] Functional Needs [2] Psychological Needs

-These two types of needs are not mutually exclusive. One product can fulfill both

functional and psychological

•Function Needs— pertain to the performance of a product or service

•Psychological Needs— pertain to the personal gratification consumers associate with a

particular product or service

2.Information Search

-Internal Search: memory, existing knowledge, past experience

-External Search: independent sources, personal sources, marketeer-based information,

product experience

~ Factors that Affect the Search Process:

[1]Perceived Benefits vs Perceived Costs

-Is the benefit worth the price of the item

-The more expensive a product is, the more search will be put into it

[2]The Locus of Control:

a.Internal: when consumers believe that they have some control over the

outcomes of their actions; this leads to more search activities

b.External: when consumers believe that fate and other external factors control

all outcomes. This means that they don’t think it matters how much research

they do for a decision, it is not to their credit

•Locus of Control— where is the control of your life

[3]Actual or Perceived Risk

1.The discrepancy between a consumer's actual state and desired state is associated with which ofthe following steps in the consumer decision process?Need recognitionInformation searchAlternative evaluationPurchasePostpurchase2.

Which of the following pertains to the performance of a product or service?3.

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_____ pertain[s] to the personal gratification consumers associate with the product or service.4.

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The vast majority of products and services are likely to satisfy5.

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According to the consumer decision process, after consumers recognize the need for a product, theythen engage inpsychological need recognition.an information search.an evaluation of alternatives.the purchase of the product.postpurchase behavior.

Which need pertains to the personal gratification that consumers associate with a product or service?

What need pertains to the performance of a product or service quizlet?

What attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ?

What does the consumer decision process model represent?