COMMERCE 2MA3 Chapter Notes - Chapter 4: Mattress, Reference Group, Negativ
9 Nov 2017
School
Department
Course
Professor
Document Summary
The consumer decision process model represents the steps that consumers go through before, during, and after making purchases. The consumer decision process begins when consumers recognize they have an unsatisfied need and want to go from their needy state to a different, desired state. The greater the discrepancy between these two states, the greater the need recognition will be. The vast majority of products and services are likely to satisfy both functional and psychological needs, albeit in different degrees. A key to successful marketing is determining the correct balance of functional and psychological needs that best appeals to the firm"s target markets. Marketers use numerous tactics to either remind customers of a need or create a new needs. Research and understanding what products and services customers need or want and why are the first steps in developing appropriate tactics. Functional needs pertain to the performance of a product or service.
