MCS 1000 Chapter Notes - Chapter 5: Psychographic, Selective Perception, Viral Marketing

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

Document Summary

Consumer behaviour: the actions that a person takes in purchasing an using products and service, including the mental and social processes that priced and follow these actions. Purchases decision process: the stages a buyer passes through in making choices about which products and services to buy information search seeking value: problem recognition perceiving a need. 2: alternative evaluation assessing value, purchase decision buying value, post-purchase behaviour value in consumption or use. Problem recognition: perceiving a difference between a person"s ideal and actual situations that is big enough to trigger a decision, advertisement and sales can activate consumer decision process. Alternative evaluation: once you have information, you must evaluate alternative brands, awareness set brands you become aware of during your search. Evaluative criteria: factors that represent both the objective attributes of a brand (such as display screen) and the subjective ones (such as brand prestige) you use to compare different products and brands.