MKT 3401 : MKT Test 2
Document Summary
Consumer behavior is the process a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use. 2015 by cengage learning inc. all rights reserved. Routine response behavior- type of decision making exhibited by consumers buying frequently purchased low cost goods and services requires little search and decision time. Limited decision making-typically occurs when a consumer has previous product experience, but is unfamiliar with the available brands. Your usual toothpaste is sold out so you have to pick another. Extensive decision making- most complex type of consumer decision making, used when buying an unfamiliar expensive product or an infrequently bough item. Requires use of several criteria for evaluating options and time for seeking information. Factors affecting level of consumer involvement: previous experience interest risk of neg consequences financial risk social risk, psychological risk social visibility.
