Case Activity: The Consumer Decision-Making Process When Buying a Camera

Yka has enrolled in a photography class at her university. She needs to purchase a new digital camera for the course. Her instructor has included a list of recommended cameras on the course syllabus, but ultimately the students can choose the camera that works best for them. Consider the consumer decision-making process and influences that affect that process as Yka purchases a new digital camera.

A). During her external information search, Yka discovers she has many brands to choose from: Canon, Nikon, Pentax, Sony, Panasonic, Fuji, and more. Based on price and functionality, Yka is able to narrow down the brands she will actually consider purchasing to Nikon, Canon, and Sony. These three brands represent Yka's _______.

universal set

need recognition set

evoked set

want-got gap

B). Yka is strongly considering the Sony camera as the price point and features meet her requirements. She reviews the recommended cameras on the syllabus and notices her instructor did not include any Sony cameras. She worries the other students in her class may not take her seriously as a photographer if she buys the Sony camera. Yka is concerned about _______.

social visibility

situational risk

social risk

psychological risk

C). Yka ultimately purchases a Canon and is happy with her purchase as most of the students in her class purchased the same camera. Another student, Jayden, has been using a Canon for several years. He often gives his classmates suggestions that classmates utilize when buying accessories and lenses. Jayden is likely _______.

in Yka's nonaspirational reference group

influencing others' real self-image

trying to influence the socialization process

an opinion leader