COMMERCE 2MA3 Lecture Notes - Lecture 12: Conversion Marketing, Self-Checkout, Determinant
3 Oct 2016
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In the past, people question why people bought a product, now we wonder why they didn"t purchase. This is a valid decision that we are studying. Everything from the time they recognize they have a need, to the time they figure out which product to buy, to the moment they purchase and dispose, consumer behaviour tracks this. Dell uses all feedback and is present on every single type of social media platform. How much time we spend on each step depends on how familiar we are with the product category. If it is a new category we may move slowly or skip some steps. Functional needs the performance of a product. Both can be cued together but you need to feel a need for either of these categories. In most cases, you will usually first look internally for information first; do you know this brand, do you know this store etc.
