COMMERCE 2MA3 Chapter 4: chapter 4-consumer behavior
6 Nov 2016
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Document Summary
The consumer decision process for first time purchase. Functional needs- the performance of a product: example bike: did it get you from a to b. how fast did it get yu there, example heels: were they comfortable? how long did they last. Psychological needs personal gratification of customers: example: did my friends like that bike, do my friends think i am riding a good bike. Recognize there is a need to have that recognition, and what kind o products will satisfy that. Internal search for information: could be things you have read about the category, can also be related to past experiences from related product category, and which product can fit in that category needs. External search for information: online research, friends, family members, product experts, online forums, how much time yous pend searching will depend how important that product category is important to you.
