BUAD 307 Chapter Notes - Chapter 6: Customer Satisfaction, Cognitive Dissonance, Marketing Mix
3 Oct 2016
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Articulate the steps in the consumer buying process. Begins when consumers recognize they have an unsatisfied need. Need recognition information search alternative evaluation purchase post-purchase. Describe the differences between functional and psychological needs. Functional needs pertain to the performance of a product or service. Psychological needs pertain to the personal gratification consumers associate with a product and/or service. **important to balance these needs to best appeal to the firm"s target market. Interesting because it entails actual rather than potential customers. Don"t want passive customers those who don"t recommend or repeat purchase. Post-purchase cognitive dissonance: internal conflict that arises from an inconsistency between two beliefs or between beliefs and behavior, a consumer may question the appropriateness of their purchase. Customer loyalty/disloyalty: markets attempt to solidify a loyal relationship with their customers. List the factors that affect the consumer decision process. Attitudes person"s rendering evaluation of his or her feelings about and behavioral tendencies toward an object or idea.
