Observation

there is proof. The proctor actually witnessed it

74

short

wide

targeting

positioning

how

use

___% of men who try on jeans actually buy them

On the other hand, ______% of woman who try on jeans actually buy them

65

25

Who uses the product?

How you store the product in your home?

How the product compares to expectations?

How much you consume?

How you get rid of the remaining product?

How you recycle the product?

How much you throw away?

How you decide you want to buy?

where you buy the product?

How you pay for the product?

How you transport the product home?

lifecycle

Obtaining

consuming

disposing

in-home observation

(a part of the Observation Consumer Research method)

: following and observing 

consumers in the shopping and consumption 

processes.

Shadowing

(a part of the Observation consumer research method)

efficient method for gathering 

information from a large sample of consumers 

by asking questions and recording responses

Surveys

(under Interviews and Surveys from Consumer research methods)

a group discussion led by a 

moderator skilled in persuading consumers 

to thoroughly discuss a topic of interest

focus group

(under interviews and surveys the consumer research methods)

repeated measures of 

activities of consumers over time to 

determine changes in opinions, buying, and 

consumption behaviors over a long period

Longitudinal Studies

(under Interviews/surveys Consumer Research Methods)

Attempts to understand cause-and

-effect 

relationships by carefully manipulating 

independent variables (like ads, coupons, package designs, etc) to determine how 

these changes affect dependent variables (purchase behavior)

Builds on the three primary research 

methods to examine how people use 

products and services rather than how 

they buy them

Generic (primary) need recognition

Ex. "Got Milk" campaign

·         there are certain products that you purchase simply because they cause pleasure and they have pleasurable benefits (ex. Luxury cars, designer clothing, nice sunglasses, nice watches

a type of search process that involves touch or feeling 

ex. touching sheets for their softness before you buy it

·        ______________________ consumers say word of mouth most influences what they purchase

When consumers feel that bad things will not happen to them. Only positive things will happen to them.

When individuals reject the validity of negative feedback, focus on their strengths and achievements but overlook their faults and failures

Ex. They are convinced that nothing will happen to them if they drive drunk.

Need Recognition

Search for Information

Pre-Purchase evaluation of alternatives

Purchase

Consumption

Post Purchase evaluation

Divestment

Exposure

Attention

Comprehension

Acceptance

Retention

The process of evaluating alternatives 

identified from search, which leads to a 

product or brand selection most likely to 

satisfy the consumer

__________attributes such as price and reliability 

are important to the consumer (may be very 

little difference between products)

______ attributes such as a car’s style 

and finish usually determine which brand or 

store consumers choose

Acquisition of the product that involves 

choosing a 

specific retailer, and 

in-store 

choices

The process of using the product or service 

purchased

Can happen immediately or be delayed

Post Purchase Regret

usually the higher the price, then this is higher as well

How consumers dispose of the packaging or 

product after use

Options include: Disposal, recycling, remarketing/reselling

1. Individual Differences

2. Environmental Differences

3.Psychological Processes

• Problem solving of a higher degree of complexity that influences consumers actions
• Often occurs with expensive items or can be fueled by doubts and fears
• All 7 consumer decision making stages are often activated

• Problem solving of a lower degree of complexity that influences consumers’ actions
• Little search and evaluation before purchase

Unplanned, spur-of-the-moment action triggered 

by product display or point of sale promotion 

Consumers may be satisfied with the present 

brand but still engage in brand switching

Can be triggered because bored with current 

brand or because of special offer

the result of stimulating the need for a specific brand or product within a category

Ex. advertising a product of toothpaste as opposed to advertising the general public's need to maintain oral health

When motivated by an upcoming purchase 

decision, external search is known as__________

Other consumers respected for their expertise in a 

particular product category are referred to as__________or ___________

______________represents consumers’ uncertainty about the potential positive and negative consequences of the 

purchase decision

Consideration set

Evoked set

consideration set that depends on recall of alternatives 

from memory

o   when  you are shown a brand, then you recognize it although you couldn’t think of the name

***Important aspect to get into consumer's consideration set

you put a choice alternative into a category and then evaluate based on the tools or requirments you have in that category

Categories may be general (like drinks) or specific (like colas)

constructing an evaluation of a choice

alternative by considering its advantages &

disadvantages along important product dimensions

1. You must determine the dimensions or criteria

2.Evaluate each of the products you are choosing between based on the criterai

product attributes used to infer other 

product attributes (e.g., using high price to infer higher 

quality, retail image to infer quality, packaging, 

etc.)

A part of the Piecemeal Process.

this is the term for the requirement or restriction for acceptable performance when evaluating many product alternatives

Lexicographic Strategy

(strategy within the Piecemeal Process)

brands are 

compared initially on the most 

important attribute, and the winner is 

chosen. 

If more than one brand is evaluated 

similarly (close tie) on that attribute, the 

second most important is considered, 

and so on, until a winner is identified.

A strategy where the consumer imposes cutoffs.

If many brands meet the cutoff, then the next most important attribute is evaluated & the process continues until the tie is broken.

An observation method you follow and observe

consumers in the shopping and consumption 

processes. Researchers may ask questions 

about reasons for behaviors

a group discussion led by a 

moderator skilled in persuading consumers 

to thoroughly discuss a topic of interest

_________can be used to influence 

brand choice and purchase

An individual senses a difference between what 

he or she perceives to be the ideal versus the 

actual state of affairs

Search may be ___________ as consumers become 

more receptive to information around them, or _____

if they engage in search behavior

passive

active