ADM 2320 Chapter Notes - Chapter 4: Customer Satisfaction, Starbucks, Digiorno

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Consumers are each unique in their decision process, therefore marketers must understand the process and ways markeing makes the decision process easier. Need recogniion info search alt evaluaion purchase decision postpurchase. Funcional needs: things like 100% pure canadian down adverised for winter jackets. Psychological needs: personal graiicaion of customer associated with the product. Loubouin"s sell for -1000 media atenion from celebriies, perceived value. ** marketers: making something memorable (its not delivery, its delissio), or trials (90 day) Internal: buyer"s his or her own memory, experience. External: buyer seeks more informaion through others, salespeople, internet. Perceived beneits of product vs perceived cost of search: (car search: safety is crucial for the family, therefore lots of research conducted) Internal locus of control some control over the outcome of their acions. External locus of control fate controls the outcome (therefore research less) Sit through all alternaives with evaluaion criteria, important atributes of a certain product.