MCS 1000 Chapter Notes - Chapter 5-6: Iso 9000, Viral Marketing, Opinion Leadership

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Consumer behavior: the actions that a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. Purchases decision process: the stages a buyers passes through in making choices about which products and services to buy. Has 5 stages: problem recognition, information search, alternative evaluation, purchase decision, post-purchase behavior. Is the initial step in the purchase decision, is perceiving a difference between a persons ideal and actual situations that is big enough to trigger a decision (realizing you have outgrown clothing , laptop stopped working) After recognizing problem consumer begins to search for info (next stage) 1st you may scan your memory for previous experiences with products or brands: internal search. External search: needed when past experience/knowledge is insufficient, risk of making a wrong purchase decision is high, and cost of gather info is low. Primary sources of external info are: 1. )