Management and Organizational Studies 1021A/B Chapter 6: Mos 1021 reading 6

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Michael Aloisio

Document Summary

Evaluation of alternatives: assessing value def-stages that a buyer passes through when making choices about which products or services to buy. The initial step is purchase decision, occurs when a person realizes that the difference between what he has and what he would like to have that is big enough to make a difference. Internal search-memory for knowledge or experience with previous brands. External search-consumer lacks experience with or knowledge about a product, the risk of making a bad decision is high and the cost of gathering the information is good. Personal sources-relatives and friends who the consumer trust(external info) Showrooming- using a mobile device in stores to check online competitive prices, resulting in the online purchase of a cheaper product. On sale or rebate, atmosphere of store, shopping experience, ect : effects of mobile technology on purchase behaviours. Cell phones are the enabler of consumer purchase decision. Post purchase behaviour: value in consumption or use.