MarketingLesson 3 of 3 in the course Consumer Markets and Purchasing Behavior

The Five Stages of Consumer Purchasing Decisions

5 flashcards · 5 quiz questions · 5 match pairs · 5 fill-in sentences · English

Save course
Lesson progress
0 / 5

Your progress is kept in this browser only.Sign up to save it

Summary

The consumer purchasing decision process begins before a purchase is made. In this lesson, you will explore the first three stages: recognizing a need, searching for information, and evaluating alternatives. Understanding these stages helps explain why consumers begin considering a purchase and how they compare available choices.

The buying process starts when a person senses a difference between their actual state and their desired state. This awareness is called need recognition or problem awareness. It may be simple, such as realizing that the household has run out of milk, or more complex, such as recognizing that a college degree could support a career goal.

All flashcards

What is need recognition?
Awareness of a difference between a consumer’s actual state and desired state.
What is heightened attention?
A state in which consumers become more receptive to relevant information without deliberately seeking it.
What does it mean to evaluate an offering as a bundle of attributes?
To consider its relevant features or qualities together when comparing options.
What is a heuristic in consumer decision-making?
A mental shortcut or rule of thumb that helps a consumer make a choice.
What is cognitive dissonance after a purchase?
Tension from uncertainty about whether a buying decision was correct.

Quiz questions

  1. What starts the consumer purchasing decision process?Answer: Awareness of a gap between actual and desired states.
  2. Which situation illustrates an external stimulus that can trigger need recognition?Answer: Smelling fresh cookies while walking past a bakery.
  3. What is a heuristic in consumer decision-making?Answer: A mental shortcut or rule of thumb used to make a choice.
  4. How does a consumer typically feel when perceived performance meets expectations?Answer: Satisfied with the product or service.
  5. What describes cognitive dissonance after a purchase?Answer: Tension caused by uncertainty about whether the decision was correct.

Based on Principles of Marketing by Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman (OpenStax), licensed CC BY 4.0. Adapted into a summary, flashcards and quizzes.

More in Marketing

All Marketing lessons
MarketingPricing, Customer Value, and Responsible Pricing Decisions5 flashcards · 5 quiz questions · 4 gamesPlay free →MarketingADAMS Criteria for Evaluating Market Segments5 flashcards · 5 quiz questions · 4 gamesPlay free →MarketingCultural, Social, Personal, Psychological, and Situational Buying Factors5 flashcards · 5 quiz questions · 4 gamesPlay free →MarketingConsumer Buying Behavior: Black Box, Decision Types, and Environment5 flashcards · 5 quiz questions · 4 gamesPlay free →MarketingMarketing Fundamentals: Customer Needs, Value, and the Marketing Process5 flashcards · 5 quiz questions · 4 gamesPlay free →MarketingEvolution of Marketing Concepts: From Production to Societal Marketing5 flashcards · 5 quiz questions · 4 gamesPlay free →