MKT 220 Lecture 7: Chapter 7
Document Summary
Buyer becomes aware of a difference between desired state and actual condition. Must figure out the what, where, when, and how consumers buy. Buying behavior- the decision processes and acts of people involved in buying and using products. Consumer buying behavior- behavior of people who purchase products for personal use, gift giving, and household and not for business purposes. Customer opinion and attitude towards product greatly impact"s firms success. Choosing the product of brand to be bough based on outcome of evaluation stage (pro/con list) Availability of product and choice of seller affects final selection. Factors such as sale, price, delivery and warranties may affect the sale. Consideration/evoked set- a group of brands that buyer views as alternative for possible purchase. Evaluative criteria- objective and subjective characteristics that are important to the buyer. Internal search- pull from own memory on what a product is. External search- ask friends; look to the internet. Seek reassurance after purchase of expensive, high-involvement product.
