MKTG10001 Chapter Notes - Chapter 4: Consumer Behaviour, Cognitive Dissonance, Breakcore
4 Aug 2018
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Consumer behaviour: the decision processes, purchasing and consuming acts of end-user consumers and those consumers who purchase products for personal or household consumption, not including business purchases. Consumer response has a great impact on the company. Understanding your consumer means you will offer better options that your competitor. Established an effective and well-balanced marketing mix. Better idea of how consumers will respond to marketing strategies. Consumer buying decision process: problem recognition. Internal search: search their memories for info about products that might solve their problems. External search: buyers seek info from outside sources: evaluation of alternatives. Evoked set: group of brands that a buyer views as alternatives for a possible purchase. Evaluation criteria: objective and subjective characteristics important to a consumer: purchase, post-purchase evaluation. Cognitive dissonance: a (cid:271)u(cid:455)er"s dou(cid:271)ts shortl(cid:455) after a pur(cid:272)hase a(cid:271)out (cid:449)hether the purchase decision was the right decision or not. Level of involvement and consumer problem solving processes:
