Study Terms for Chapter 3

1
Study Terms for Chapter 3

• outsourcing (55)
• perceived (56)
• perceived risk (60)
• evoked set (60)
• emotion/mood (60)
• propositions (61)

• conjecture (61)
• role set (67)
• mutual understanding (68)
• customer compatibility (69)

2
Take-Aways for Chapter 3

• Consumer decision-making process (goods) see
  Marketing Basic 3-1
• Consumer decision-making process (services) see
  Fig. 3-4
• Consider propositions in light of 3 products,
  e.g. clothing, a haircut, auto repair

3
Consumer Buying Decision Process
Problem Recognition
Customer has a need to fulfill or problem to
solve
Information Search
Customer seeks information to help satisfy the
need
Evaluation of Alternatives
Customer selects a subset of alternatives and
evaluates them
Customer buys the chosen brand
Purchase
Postpurchase Evaluation
Customer reevaluates the choice and decides if it
meets expectations
4
Consumer Buying Decision Process in Services
Problem Recognition
Customer has a need to fulfill or problem to
solve
Use of personal sources perceived risk
Information Search
Smaller evoked set Emotion and mood
Evaluation of Alternatives
Purchase and Consumption
Service provision as drama service roles and
scripts customer compatibility
Postpurchase Evaluation
Attribution of dissatisfaction innovation
diffusion brand loyalty