MKT 337 Chapter 5: MKT 337 Chapter 5, Notes
Document Summary
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. Purchase decision process has 5 stages listed below. Is the difference between a person"s ideal situation and actual one big enough to trigger a decision. Internal search: scanning one"s memory of previous product and brand experiences. For frequently purchased goods, such as shampoo, this is good enough. External search: used when past info is not enough and risk from being wrong is high and the cost of gathering information is low. Personal source: such as relatives or friends. Consumer reports: governmental agencies and tv consumer programs. Marketer-dominated sources: information from sellers including advertising, company web site, salespeople, and point-of-purchase displays in stores. Information stage clarifies by suggesting criteria to use for purchase, yielding brand names that might meet the criteria, and developing consumer value perceptions.
