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MARKETING
1. CONFLICT RATIONALIZATION
Concept – a blending of rational motives with emotional motives to resolve the conflict between pragmatic considerations and incipient emotional motives. The process is rarely apparent to the individual consumer.
Briefly summarize a recent conflict rationalization purchase by a group member, relative, or friend. Clearly delineate the emotional motives, pragmatic considerations, and rationalization of the conflict.
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1) Extensive decision making: a) buyer is unfamiliar with the product class, b) high-involvement purchase, c) marketer has a significant opportunity
2) Limited decision making: a) buyer is familiar with the product class but not familiar with all brands and features, b) moderate-involvement purchase, c) marketer has some opportunity
3) Routine response behavior: a) frequently purchased, low cost items, b) Low-involvement purchase, c) Low opportunity for marketer
Briefly discuss the three decision-making process variations. Identify a separate purchase example made by a group member for each variation and describe the purchases below.
1) Extensive decision making: ______________________________________________________________________________________________________________________________
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2) Limited decision making: ________________________________________________________________________________________________________________________________
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3) Routine response behavior: ______________________________________________________________________________________________________________________________
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Expert Answer
1. Extensive Decision Making:
The extensive decision marking is
B) High involvement purchase
The customers are highly involved to decide on whether to purchase the product or not. The product might be expensive and unique to the customers as they highly involve. Eg: Apple the products are expensive but there are highly involved customers to purchase the product as that is unique and innovative to them.
2. Limited Decision Making:
The Limited decision making is
A) Buyer is familiar with the product class but not familiar with all brands and features
The customers use to purchase the product occasionally, so that they would be familiar with the product class but they will not be known about the product and its features. Eg: Clothes, the buyers need clothes and they would purchase it but they will not require to know on the brand and features towards purchasing the clothes.
3. Routine Response Behavior:
The routine response behavior is
A)Frequently purchased, low cost items
The customers would have past experience and purchase the product frequently, as that increases the brand loyalty with good quality under low cost items. Eg : Milk product as where the customer purchase frequent with low cost good quality and there is no any risk towards the purchase.
