Personal influence is most important at the _____ stage of the consumer adoption process.
Evaluation
The consumer adoption process runs through awareness, interest, evaluation, trial and adoption, and the question asks where the opinions of other people weigh most heavily.
Personal influence is most important at the evaluation stage. At this point the consumer already knows about the product and is deciding whether it is worth trying. That judgement involves uncertainty and perceived risk, and to resolve it the consumer leans on the experience and opinions of people they trust - friends, family, colleagues and other adopters. Word of mouth therefore carries its greatest weight precisely here, where the decision hangs in the balance.
At the awareness stage the consumer merely learns that the product exists, and mass media are typically more effective than personal sources at creating that awareness. By the trial and adoption stages the consumer is testing or has already accepted the product, and direct personal experience with it increasingly displaces the opinions of others as the basis of the decision.
Hence personal influence is most important at the evaluation stage of the consumer adoption process.
Similar Questions
A consumer consults the company websites to gather information about various models of a car. Which type of source of information is he using?
Which one of the following assumptions is not related to consumer behaviour based on the cardinal utility approach?
From the following set of information, which combination is correct to define the process of perception in order to understand consumer behaviour?
(a) Selective Attention
(b) Selective Distortion
(c) Selective Retention
(d) Selective Apprehension
In the model of consumer adoption of new products developed by Everett M. Rogers, the first category of people to adopt a new product is called:
The fundamental determinant of a person's wants and behaviour is:
Note: This question was dropped by UGC and marks were awarded to all candidates; the answer below is the best-reasoned one.
Match the two sets of concepts:
List - I List - II i. Evaluation of Alternatives a. Perception ii. Post-purchase behaviour b. Cognitive Dissonance iii. Selective distortion c. Life style iv. Psychographic segmentation d. Expectancy-value model Match the items/persons included in List – I with the items in List – II and indicate the correct pairing through codes given below :
List – I List – II a. CCI i. Consumer buying decision process b. Cognitive dissonance ii. ‘Marketing Myopia’ c. Everett M. Rogers iii. Diffusion of Innovation d. Theodore Levitt iv. Predatory pricing Codes :
Important Questions from Consumer Buying Behaviour
Match List I with List II
LIST I
(Buyer's Need Assessment Question)
LIST II
(Example)
A. Problem Impact Question I. How much inventory of the product do you carry? B. Problem discovery question II. Have you experienced any delays in getting those materials from your current suppliers? C. Solution value question III. What effects do the delays in receiving the materials have on your production costs? D. Situational question IV. If the rejection rate on your quality inspection is reduced to under 1%, how much would that save you? Choose the correct answer from the options given below:
For the following two statements of Assertion (A) and Reasoning (R) indicate the correct code :
Assertion (A) : The self image could be an individual's own perceived image and actual image based on how others perceive the individual.
Reasoning (R) : Large number of products like credit cards, automobiles, readymade garments, designer ware, cosmetics and perfumes are bought due to self image and demographic variables like income may not be important in purchase decisions for these products.
Codes :
- A descriptive thought that a person holds about something is called
- Statement - I : We are motivated to re-evaluate our beliefs, attitudes, opinions or values occurred at two different time.
Statement - II : The difference due to some intervention occurred at either point of time motivates us to search a newer option and thus satisfies our mind/ anxiety.
Code : - Which of the statements are correct ? Select correct code.
Statement (I) : Opinions can be described as the slow responses we might give to opinion poll questions about any issue.
Statement (II) : Attitudes are held with a greater degree of conviction, over longer duration and more likely to influence behaviour.
Statement (III) : Values are held more strongly than attitudes and underpin our attitudinal behaviour.
Code :
