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 ? Consumer Info. Processing ? Brand Evaluation ? Purchase ? 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 eac ...