BUSMKT 1040 Chapter 4: Chpt. 4 - Understanding Consumer Behavior
Document Summary
Enlightened carmakers know what custom(h)ers and influenc(h)ers value: consumer behavior: the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Section 1 consumer purchase decision process and experience: purchase decision process: stages a buyer passes through in making choices about which products and services to buy. Has five stages: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior: 1. Internal search: scanning your memory for previous experiences with products or brands: frequently purchased products (shampoo and conditioner), this internal search may be enough, external search: for information needs more than past experience and knowledge. If the brand alternatives are equally attractive based on your original criteria, you might expand your list of desirable features: 4. Postpurchase behavior: realizing value: after buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied.
