BU352 Chapter Notes - Chapter 4: Tim Hortons, Decision Rule, Customer Satisfaction
Document Summary
The consumer decision process: need recognition i. e. the moment you realize you"re hungry. Functional need you care about the actual performance of the product or service i. e. your shoes are made to protect your feet and keep them clean. Psychological need this is about the personal gratification you get with a product or service i. e. getting the nicest shoes that you can show off. Search for information about the various options that exist to satisfy your need. Internal search buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. External search for information seek for information outside your personal knowledge base to help make the decision on what to buy. Some factors that influence the search process: perceived benefits vs. perceived costs of search i. 1. Is it worth the time to search: the locus of control ii. 1. Do you have control over the outcome: actual or perceived risk iii. 1. iii. 2.
