Let’s take the Model of Consumer Behavior for a spin.
- Consider the last time you purchased a nice dinner at an upscale restaurant. What was your choice of restaurant? (RUTH CHRIS Restaurant)
- Go through all the variables outlined in the first two columns of the model, environmental factors, and consumer factors, and identify the factors that influenced your decision.
- Note how they resulted in your purchase decision. (Hint: You might have to read ahead for more thorough explanations of each factor.)
Consider the restaurant purchase you made in Topic 1.
- What was your decision-making behavior?
- Was it a routine, complex, or limited problem-solving situation?
- Identify which behavior and explain how the level of involvement played into your decision.
Now think about how happy you were with the restaurant experience.
Did it meet your expectations, making you a satisfied customer?
Or did it exceed your exception, making you a delighted customer?
Or did it not meet your expectations, making you a dissatisfied customer?
Did you experience cognitive or post-purchase dissonance, that feeling in the pit of your stomach that you wish you had made a different choice, but now it’s too late to do anything about it?
Please use the powerpoint presentation and the course material provided as references to answers all the questions to topic 1 and 2