MKT 100 Chapter Notes - Chapter 4 : Determinant, Cognitive Dissonance, Abraham Maslow
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MKT 100 Full Course Notes
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The consumer decision process model represents the steps that consumers go through before, during and after making purchases. Marketers often find it difficult to determine how consumers make purchasing decisions. The consumer decision process begins when consumers recognize they have an unsatisfied need. Basic products (bleach) represent commodities, but many consumers go beyond their functional needs and purchase clorox bleach specifically. The functional need for water versus the psychological need for evian or perrier. Marketers use lots of tactics to either remind customers of a need or create new needs. Researching and understanding what products and services customers need or want and why they are first steps in developing appropriate tactics. Internal search for information the buyer examines his or her own memory and knowledge about the product or service. External search for information they buyer seeks information outside his or her personal knowledge base to help make the buying decision.
