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 first category is the routine response behavior. This would involve consumers purchasing goods or services frequently that are low cost and don’t require decision or search time. An example of this would be shampoo or soap. The second category is limited decision making. This category would involve more time to gather information and decide on a new or unfamiliar brand within a product category you are familiar with. This could include products that you frequently use like laundry detergent or dish soap. If the store is out of your regular product you would need to find a similar product to use. The third category is extensive decision making. This is when a consumer buys a product that they’re unfamiliar with and that they rarely purchase. It tends to be more on the expensive side. An example of a product in this category for most people would be buying a car. Since I don’t buy cars everyday it would be a product where I would want to do a lot of research and price shopping.

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.
I would say the level of involvement would be the limited decision making. I think most consumers today are familiar with computers, but might not know all of the available brands and features that are out there. Some of the involvement factors would include:
· Previous experience – if the consumer has previous experience with a certain brand of computer than they will more than likely buy that same brand. If the consumer is not familiar with computers they will be more involved in the purchase.
· Interest – if the consumer is interested in the new computer for a specific reason then they will more likely be involved versus if they’re just looking for a computer to play around with.
· Perceived risk of negative consequences – if the consumer feels the financial risk, the social risk, and the psychological risk the more involved they will be in the purchase.
· Situation – if the consumer feels they need to change the decision because of a certain situation they more they will become involved in the purchase.
· Social visibility – if the consumer feels the computer would be on social display then they would become more involved.
I think the Apple Web site was very easy to navigate through and choose which computer you would like to purchase. You could also pick all of the features you wanted. I think it would be an easy web site to use for everyone no matter the experience with the internet.

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 breakfast cereal, an Abercrombie & Fitch sweater, golf clubs, an Internet service provider, and a new car.
Since I’m not married I chose my family growing up to use for this example. I have three sisters, one older and two younger.
- Dinner at Pizza Hut – sister #3 or sister #4 would be the initiators in this situation. They were the pickiest eaters so we basically had to go wherever they would eat something. My mom would have been the influencer because she would want to watch the price. My dad would have been the decision maker and purchaser. The whole family would have been the consumers.
- Summer vacation – mom and dad would have been the initiators in this situation. My sisters and I would have been the influencers. My parents usually let us have a say in where we wanted to go. My parents would be the final decision makers and purchasers because they had the money. We all were the consumers.
- Froot loops – sister #3 would have been the initiator for this situation. She really like cereal and when we went to the grocery store she let everyone know what cereal she wanted. My mom would have been the influencer (depending on price), the decision maker and the purchaser. Sister #3 would have been the consumer along with anyone else that ate the cereal.
- Abercrombie & Fitch sweater – I probably would have been the influencer on this one in my family. I was the sister who was into clothes. The reality of this situation would have been my mom being the influencer and finding out the cost and I wouldn’t be able to buy the sweater so there wouldn’t be a purchaser or consumer in my family.
- Golf clubs – my parents would be all of the above on golf clubs because they’re the only ones that golf in the family.
- Internet service provider – since everyone has moved out of my parent’s house, they would be responsible for all of the roles again in this situation.
- New car – if the car was for my parents they would make all of the decisions. When they bought us our first car we were usually the initiators, but they took on the rest of the roles.

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 are knowledge that each individual holds to be true in their world. For example a consumer may believe that the brand of a product they’re currently using is the best brand in that category. Those beliefs will shape the consumer’s attitude for that product. If the belief is strong for a certain brand then the attitude will be positive. To change negative attitudes toward a product would have to start with turning that negative attitude into a positive attitude. This may include the company changing things around and making the product more convenient. To change beliefs the company may have to add new products or emphasize the importance of some beliefs over others. An example of how marketers have changed beliefs about a product was the Nabisco Company changing the belief that they only sell junk food. They came out with the new 100 calorie packs suggesting they can cater to a public trying to lose or watch their weight.