BUSI 2201U Chapter Notes - Chapter 5: Brand Loyalty, Subliminal Stimuli, Selective Perception
Document Summary
Purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. Perceiving a difference between a person"s ideal and actual situations that is big enough to trigger a decision. Can be as simple as finding an empty milk carton in the refrigerator. Advertisements or salespeople can activate a consumer"s decision process by showing the shortcomings of competing. You may scan your memory for previous experiences with products or brands. For frequently purchased products, such as shampoo and conditioner, this may be enough. External search for information needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low. Primary sources of external information are personal sources, public sources, and marketer-dominated sources. Brands that you become aware of during your search become part of your awareness set.
