MKT 100 Chapter Notes - Chapter 4: Personal Knowledge Base, Customer Satisfaction, Decision Rule

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Describe the steps in the consumer buying decision process. Identify what determines how much time consumer will spend searching for information before buying a product or service. Summarize how psychological, social, and situational factors influence consumers" buying behaviour. Explain how involvement influences the consumer buying decision process. The consumer decision process model represents steps that consumers go through before, during and after making purchases. Difficult to determine how consumers make purchasing decisions. Useful to break down the process and examine them. Process begins when recognize they have unsatisfied need and want. From their needy state to a different desired state. Need recognition: beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their needy stare to a different desired state. Consumer needs like these to be classified as functional, psychological or both. Functional needs: pertain to the performance of a product or service.