MARK2051 Chapter Notes - Chapter 3: Human Factors And Ergonomics, Marketing Strategy, Marketing Mix
Document Summary
Purchase involvement: level of concern for/interest in the purchase process triggered by the need to consider a particular purchase. E. g. may order dessert depending on others behaviour, may decided to switch brands because bored, etc. Extended decision making: high level purchase involvement, extensive external & internal information search followed by complex evaluation of multiple alternatives, after purchase, uncertainty about correctness is likely and thorough evaluation of purchase. Actual state: consumer perception of themselves at point in time (is at) Desired state: condition consumer would like to be in at this point in time (wants to be) Problem recognition: degree to which desired condition is out of alignment with actual. Active problem: problem consumer is/will become aware of in normal course of events. Inactive problem: problem which consumer is not aware. Desire to resolve recognised problem depends on: magnitude of discrepancy. Symbolic performance: ability of product to reflect one"s desired self-concept; symbolic, expressive, aesthetic or image-enhancement performance of a product.
