Continuum of Consumer Buying Decisions:
These are some products I buy! Each product falls into a cell of the consumer decision making process chart discussed in Chapter 6 of the text.
Routine Response Behavior: Quaker Oats High Fiber Oatmeal
A good that is purchased through routine response behavior require little time on search and decision making because consumers often buy the brand every time. These types of goods (or services) are also known as
low-involvement products. For example, I purchase Quaker Oats High Fiber Oatmeal without thinking twice about considering another brand. Quaker Oats was the first brand of oatmeal I tried and, because I am satisfied with the product, I do not feel the need to test other brands.
Habitual Buying Behavior: Shaving Cream
Habitual Buying Behavior is a practice by which a consumer sees very little difference between different brands of the same product. This is my attitude towards shaving cream! I do not see the difference in brands of shaving cream because each brand accomplishes the same thing and has little impact on my hygiene routine.
Limited Decision Making: Shampoo
I try to regularly purchase Tresemme shampoo/conditioner for curly hair. Sometimes, however, when I go to the grocery store or drug store, Tresemme shampoo for curly hair is not available or its too expensive for what I am willing to spend. In this situation, I revert to another brand that has shampoo for curly hair. This is an example of a limited decision making process because I expend only moderate effort in searching for information or in considering various alternatives.
Extensive Decision Making: Kindle Paperwhite
Consumers exercise extensive decision making when buying an unfamiliar or expensive product or an infrequently bought item. this type of decision making is associated with high involvement because consumers want to make the right decision. Over the summer I had an extensive decision making buying experience when I purchased a Kindle Paperwhite. I researched which type of kindle would meet my needs and looked at several reviews. I also looked at the Kindle's competitors and their prices and functions before deciding to purchase the product.
Other Interesting Topics from Chapter 6:
Planned Versus Impulse Purchase
I found reading about the difference between a planned and impulse purchase to be very interesting. I think I found this section of the text so interesting because it is something I do often. For example, I regularly make partially planned purchases where I know what I want to buy, but I do not know what brand I want to buy until I get to the store. I found it intriguing that 75% of adults in the United States have make an impulse purchase.
Showrooming
Many consumers enjoy examining merchandise in a physical location without purchasing it, and the shopping online for a better deal on the same item. I find this consumer buying behavior to be really interesting because I think it shows how far society's values are changing. Not long ago, people preferred shopping in stores. Online shopping has created a totally new market!
Team HOT WHEELZ: Heated Steering Wheel
Team Memo
At the beginning of this week, my team completed our team memo. The team memo included our Point of View "Mad Lib" which was presented in class on Thursday. The team also began brainstorming ideas for what we want out product to look like.
Product Design
After our meeting at the beginning of the week, my team and I broke off into smaller teams in order to brainstorm ideas for what the wheel cover would look like.After convening in Thursday's class we decided that it would be best for each of us to come up with one complete design for the wheel cover. In the next two weeks we plan to have two meetings. One meeting to pool our ideas together and produce three good product designs and another meeting to revise the team memos that were handed back in class on Thursday.
Consumers exercise extensive decision making when buying an unfamiliar or expensive product or an infrequently bought item. this type of decision making is associated with high involvement because consumers want to make the right decision. Over the summer I had an extensive decision making buying experience when I purchased a Kindle Paperwhite. I researched which type of kindle would meet my needs and looked at several reviews. I also looked at the Kindle's competitors and their prices and functions before deciding to purchase the product.
I really enjoyed your use of pictures to go with the products you were talking about. The visuals provide the reader with a better picture into the exact product you are discussing. I also like how you picked out things that were interesting to you rather than what others might consider the most important. This makes your blog extremely relatable because we all have experienced those things rather than having us just read what we already read in the textbook. Your discussion about showrooming was something I didn't even pick up on that much in the chapter so I really appreciated that you put it in your post. I know this is something I do a lot, and so many other people participate in this same buying behavior without realizing it just like I did.
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