Chapter 5 Review and Applications

4.1
Describe the three categories of consumer decision-making behavior. Name typical products for which each type of consumer behavior is used.

The three categories of consumer decision-making behavior are routine response behavior, limited decision making, and extensive decision making.

Routine response behavior consists of the purchase of goods that are low cost and frequently purchased. An example would be toilet paper. Not a whole lot of thought goes into this purchase either we go with the brand on sale or whatever brand we usually purchase.

Limited decision making moves us to the next level on the continuum which is we are familiar with the product but unfamiliar with the current brands available. An example of this would be if the store no longer carries our favorite brand of face wash, but we need that face wash because we are out then we would consider the alternatives available at that time and evaluate to some degree but not very extensively.

Extensive decision making is when we are purchasing something that we are unfamiliar with or that is high in cost such as a car. As a consumer we with evaluate many alternatives and consider many options as well as cost, what features we are looking for, etc. This is a highly involved purchase.

4.2
Describe the level of involvement and the involovement factors likely to be associated with buying a new computer. Do you think Apple's website simplifies or complicates the process for the average consumer? Explain.

This would be a highly involved purchase decision because it is a high cost product that is not regularly purchased. We will evaluate many brands when making this decision as well as the cost and what features we are looking for in that computer. Factors such as what we have purchased in the past will influence our decision, were we happy with the previous computer we had or our family had? How much money we are willing to spend and what we are going to use the computer for, what have other people we know experienced with certain brands and stores? How risky is it for us to purchase this computer, are there warranties available or technical support if something goes wrong?

I find the Apple website to be rather confusing. If you are not aware of the technical jargon associated with Apple and computers it would be difficult to understand what you all are getting with the Mac. The site looks nice and the computers and accessories look good but do not allow you to pick and choose what features are important as well as explain what each aspect means.

6.1
Family members play many different roles in the buying process: initiator, influencer, decision maker, purchaser, and consumer. Identify the person in your family who might play each of these roles in the purchase of a dinner at Pizza Hut, a summer vacation, Froot Loops, Abercrombie and Fitch sweater, golf clubs, an ISP, and a new car.

Pizza Hut: While I was living at home a decision such as this could have been initiated by any one of us. Ultimately the decision was made by my Dad. An influencer in the decision would be all of the kids in the family or whoever had initiated the idea and how badly the rest of us wanted Pizza Hut. In this case my Dad most likely would be the purchaser and all of us that ate the food the consumer.

A summmer vacation: Usually initiated by my parents because they ultimately would be the ones who would be purchasing the vacation, the ultimate decision maker again being them. Influencers would be the kids and where we would like to go. Consumer would be all of us that went on the vacation.

Froot Loops: My parents never would have purchased Froot Loops for us. :) The kids could initiate that we wanted Froot Loops, influence that we wanted Froot Loops but ultimately we would have been shot down as Mom and Dad were the purchasers and would make the decision that we did not need Froot Loops.

Abercrombie and Fitch sweater: As a kid I purchased some of my own clothes but my parents also purchased some of my clothes as well. Most likely I would have bought the A&F sweater with my own money because my parents thought it was too expensive so in that case I would be the initiator, influencer, purchaser, decision maker and consumer.

Golf clubs: I would not buy golf clubs unless they were a gift for someone so in that case I again would be the initiator, influencer, purchaser, decision maker, but not the consumer as they would be a gift. The recipient of the golf clubs could play the role of initiator and influencer as well however.

Internet Service Provider: In our household growing up my Dad made this decision. The kids and my Dad were initiators for this service, influencers were the providers available, Dad the purchaser and decision maker, all of us who used the computer for internet use were the consumers.

A new car: When I purchased my car a couple of years ago, I was the initiator because I needed a new car. Influencers included the different places to purchase vehicles, my uncle because I had him approve of the car first, my dad as an influencer as well because I wanted his approval as well. I was the purchaser, consumer and the decision maker.

8.1
How do beliefs and attitudes influence consumer behavior? How can negative attitudes toward a product be changed? How can marketers alter beliefs about a product? Give some examples of how marketers have changed negative attitudes about a product or added or altered beliefs about a product.

Beliefs and attitudes can influence consumer behavior because this is how we feel about a product, service or brand. Beliefs are harder to change than attitudes. Negative attitudes toward a product can be changed by re routing the opinions people may have about that product. Drawing the attention away from whatever negative perception may exist. An example would be creating new products. Michelob Ultra was created because of people's idea that beer has a lot of calories and people should not drink it because it so high in calories. So to change this idea, Michelob created a new product to cover this issue.