ARBUS302 Lecture Notes - Lecture 4: Consumer Reports, Consumer Behaviour, Reference Group
16 Dec 2019
School
Department
Course
Professor
Document Summary
In this stage, the consumer perceives that there is a need. Information search is the second stage of the purchase decision process. The consumer realized there is a need in the problem recognition stage. In the information search stage, the consumer seeks value. The search for information is done in two ways: Internal search: you may scan your memory for previous experiences. If you used a similar product or service in the past, you remember your pleasant or unpleasant experience. This is especially helpful for frequently purchased products such as paper towels, hand soaps, etc: external search: if the internal search is not sufficient, consumers undertake an external search. This is especially needed when the purchase is sizable and the consumer is worried about making the wrong decision. In this stage, consumers assess the value they would get from different brands.
