MKTG 350 - Quiz 2 Chapter 14

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

The level of one's desire to resolve a particular problem depends on which factors?

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____.

An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate?

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?

Ed noticed that he was almost out of gas, so he pulled into the nearest gas station and filled up her tank. Ed's decision on which gas to purchase is characterized by _____.

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.

With problem recognition, we focus on

Produces an image of an individual carefully evaluating the attributes of a set of products, brands, or services and rationality selecting the one that solves a clearly recognized need for the least cost

Frequently the result of a single problem

Or enduring involvement. a consumer may be very involved with a brand (starbucks or saturn) or a product category (coffee or cars) and yet have a very low level of involvement with a particular purchase of that product bc of brand loyalty, time pressures, or other reasons.

Sometimes referred to as habitual decision making, in effect involves no decision per se. as a problem is recognized, internal search (long-term memory) provides a single preferred solution (brand), that is purchased, and an evaluation occurs only if the brand fails to perform as expected.

Occur when there is very low involvement with the purchase

Can be broken into two distinct categories; brand loyal decisions and repeat purchase decisions..Going to the store to buy toothpaste bc you noticed you needed some.