COMM 131 Chapter Notes -Normative Social Influence, Customer Insight, Focus Group
Document Summary
The buyer decision process: process consists of 5 stages: need recognition: start of the buying process where consumer recognizes the need/problem. Can be triggered by internal stimuli (normal needs) or external stimuli (ads, discussions) that rise to a level high enough to become a drive. Marketers should research consumers to find out what kind of needs/problems arise, what"s the cause and how to lead consumers to a certain product. Information search: if product is not close at hand, consumer will do information search related to the need. Can obtain from personal resources, commercial resources, public services and experiential resources influence of each is dependent on the buyer. Usually commercial resources give the most information; controlled by the marketer. Most effective resources are personal legitimize/evaluate the products for the buyer. More informed = more awareness and knowledge of the different brands, lets consumers drop certain brands.
