Chapter Five Questions and Answers

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


Buying goods or services starts with a few steps. The first step is that a need for the product or service must occur. This is followed by some sort of knowledge of an item or service, and, if things are right, a purchase occurs. A need is a void in a state of mind where a product could fit the bill. A consumer may buy in a split second, or it may take some time as the consumer learns about a product and the competition. Furthermore, the time it takes to make a decision is related to past product knowledge and to the size of the purchase. Big purchases, such as a car or home, typically take more time. Another example would be when a product or service is known to or perceived to fill gap, a purchase occurs.

A good example of consumer decision making is at a sporting event, where there are limited choices and consequences. For example, a sports fan may attend a basketball game and visit the concession stands and purchase a Budweiser. The beverage may cost five dollars (double the normal price), and the consumer thinks nothing of it. The choices often are Bud or Bud light and this decision occurs rapidly. The fan may enjoy the beverage and realize that may cause him to visit the rest room more often (missing part of the game).

Another consumer decision making example process is buying a car. High fuel prices have sent traditional truck buyers seeking fuel efficient cars (the need). A buyer will look at amenities, fuel efficiency, and style among a number of brands and seek out what would fit best (obtaining knowledge). If the moon and the stars are aligned, a purchase occurs. A buyer may regret the purchase if the fuel price drops, or he realizes the car doesn’t fit with one’s lifestyle.

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

Purchasing involvement is the time, effort, or human toll of evaluating what to buy. Generally speaking, the lower the cost of something, the less time it takes to purchase. Typically, low cost decisions are done quickly. Subsequently, the product is evaluated later. Let’s take a look at pricey Apple computers (price normally adds time to making purchase decisions). Now, if one is not familiar with computers, it may take a longer amount of time to make a decision.

I’m an average computer owner. I found the Apple site easy to navigate. The terms were easy to understand. I learned why Apples perform better by visiting apple.com. That is the principle of least resistance flowing through the computer, compared with typical computers. There were tabs to click on to aide in obtaining information that would help a consumer to make a buying decision. I liked the tab allowing one to speak with technical experts. To answer the above question, yes, it was easy to navigate and understand the maverick computer company.

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, Fruit Loops breakfast cereal, an Abercrombie and Fitch sweater, golf clubs, an internet service provider and a new car.

On the subject of consumer roles, often times I influence my wife that ordering a pizza is much easier than making dinner, and, at times, in a car choices. My wife is the initiator when it comes to vacations, breakfast cereal and clothing. My wife is the decision maker of internet service and cable TV. We both would decide which golf clubs would be best, depending on who they are for.

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.

An individual belief is a set pattern of facts or information that one holds dear. Oftentimes, different cultures feature unique consumer behaviors such as how one would purchase goods. For example, Germans prefer paying for their purchases with franks while Italians prefer credit cards. On a different note, a consumer oftentimes gets familiar with a certain brand by use. For example, by using a hard working Ford truck, a brand image is formed. The rugged truck brand image influences an attitude of the consumer.

Attitude is a repeated behavior or manner that is consistent toward a given item or product. Attitudes are ingrained with one’s value system, like knowing right from wrong. Attitudes are known to last longer than beliefs and are complex.

Now that we touched upon beliefs and attitudes, the question is, “How can we, as marketers, change product views?” Increasing information about a product will raise awareness of the product. If a product is doing well in the market, such as a Toyota Camry, oftentimes just reinforcement will be needed by marketers. If big change is needed, there are three ways change can occur; changing relative importance, changing attributes or adding new beliefs to a product.