COMMERCE 2MA3 Chapter Notes - Chapter 5: Stockout, Opinion Leadership, Assertiveness
19 Jun 2016
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Consumer purchase decision process: the stages that a buyer passes through in making choices about which products and services to buy. Public sources t. v, consumer reports, government agencies. Marketer dominated sources websites, salespeople, and point of purchase displays in stores. From whom to buy; depends on terms of sale, past experience buying from the seller, and return policy. When to buy; depends on several factors (sale, store atmosphere, pleasentness etc. ) Post-purchase behaviour: compare with expectations = either satisfied or dissatisfied. If dissatisfied, marketers must decide whether the product was deficient or consumer expectation were too high. If expectations too high, company oversold product features in ad"s: dissatisfaction affects consumer value (you tell people it was bad, or it was good, cognitive dissonance feeling of post-purchase psychological tension or anxiety. You feel like the choice was not right. Some consumers don"t engage in five-stage process abovementioned.
