COMMERCE 2MA3 Chapter Notes - Chapter 4: Tim Hortons, Impulse Purchase, Personal Knowledge Base
11 Dec 2016
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Need recognition: the beginning of the consumer decision process, occurs when consumers recognize they have an unsatisfied need and to go from their needy state to a different desired state. Functional needs: pertain to the performance of a product or service i. e. north face display material content of their clothing. Psychological needs: pertain to the personal gratification consumers associate with a product of service i. e. buying specific brand name such as harley davidson. Internal search for information: occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. External search for information: occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Factors affecting consumers search process: the perceived benefits vs the perceived costs of search: Is it worth the time looking for info about product i. e. spend time buying a car vs buying fruit: the locus of control:
