MARK20100 Lecture Notes - Lecture 2: Consumer Reports, Decision Rule
Document Summary
Purchase decision process: step 1: problem recognition. Perceiving a difference between one"s actual vs. ideal state big enough to trigger a decision. Example= if you want milk but do not have it in your house, then you go out and decide to buy it: step 2: information search. Search for information about the product that you want to buy. Ways to research product internal and external research. Internal research: memory: previous experience with a product, memories of a product consulting / reflecting on past experiences. External research: personal source= relatives and friends, public sources= product ratings, marketer dominated sources= advertisers and websites, examples: Google it go to the product website that is controlled by a marketing team. Read consumer reports that are not controlled by the producer: step 3: alternative solution. Clarifies the problem for the consumer by: suggesting the criteria to use for the purchase, yielding brand names that might meet criteria, developing consumer value perceptions.
