BUSI 3205 Chapter Notes - Chapter 5: Brand Loyalty, Elaboration Likelihood Model, Shaving Cream
26 May 2015
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Chapter 5 understanding buyer behaviour and the communication process. Consumer behaviour: activities and decision processes directly involved in obtaining, consuming, and disposing of products and services. Basic view of consumer behaviour can be a sequential process culminating with the individual"s reaping a set of benefits from a product or service that satisfies the person"s perceived needs. Information search and alternative evaluation: internal search: search for product information that draws on personal experience and prior knowledge. Marketers want internal searches to result in their brand being in the evoked set the set of brands that come to mind when a category is mentioned. Applying evaluative criteria: product attributes or performance characteristics on which consumers base their product evaluation. Post purchase use and evaluation: the goal for marketers isn"t just the sale but to create satisfied and ultimately, loyal customers, cognitive dissonance: anxiety or regret that lingers after a difficult decision.
