BU354 Chapter Notes - Chapter 6: Tim Hortons, Personal Knowledge Base, Scale-Invariant Feature Transform
Document Summary
The consumer decision process: need recognition, information search, alternative evaluation, purchase, post purchase. The beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their actual, needy state to a different desired state. Consumer needs can be classified as functional, psychological, or a combination of both: functional needs pertain to the performance of a product or service. Materials like thinsulate have been viewed as functionally superior to others for outerwear: psychological needs pertain to the personal gratification consumers associate with a product/service. People pay for shoes to satisfy a psychological need. The consumer searches for information about the various options that exist to satisfy that need. The length and intensity of the search depend on the degree of perceived risk and costs associated with purchasing a product or service.
