MKT 100 Midterm: Chapter 5 MKT

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Describe the steps a customer goes through when buying a product or service. Consumers generally start their decision process by recognizing that they must buy something to saisfy a need or want. Someimes the needs are simple: i need food because i am hungry. Oten, however, they become more complex: i want to buy my girlfriend an engagement ring. Once they recognize the need, consumers start searching for informaion. Generally, the more important the purchase, the more ime and efort the consumer will spend on the search process. Firms facilitate this search by providing promoional materials and personal selling. Once they have enough informaion, consumers can evaluate their alternaives and make a choice. In the next step of the decision process, consumers purchase and use the product or service. But the process doesn"t simply stop there. Ater the sale, the consumer is either saisied with the purchase or experiences postpurchase dissonance.