BUS-2600 Chapter Notes - Chapter 5: Laundry Detergent, Bodybuilding Supplement, Main Source
4 Feb 2020
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The buyer decision process: need recognition, occurs whenever a consumer recognizes a need; a difference between the current state and the ideal/desired state. Internal cues can trigger: external cues can trigger, ex. Volvo ad vs. harley davidson (both promote means of transportation, but both do so in a different way) Information search: consumer gathers information related to achieving their goals/needs. Internal search--passive approach in which consumer"s own memory is main source of information about a product: external search--proactive approach in which consumer collects new information from sources outside of consumer"s own experience. Sources of external information: marketer controlled--commercial sources, non-marketer controlled (tend to be more relied upon/believed; more effective and credible, personal sources, public sources, experiential sources. [remember the hoyer (1984) study--on average takes people 4 seconds to choose a laundry detergent: post-purchase behavior, evaluation: how good a choice was it, customer dissatisfaction/satisfaction/delight, what determines how satisfied you are? (expectations vs. perceptions) Satisfaction ultimately affects future purchase decision and word-of-mouth.
