MKTG1204 Chapter Notes - Chapter 3: Human Factors And Ergonomics, Focus Group
Document Summary
Types of consumer decisions: habitual decision making. Brand-loyal decisions: decision made by consumer who displays high degree of product involvement & emotional attachment to that brand. Repeat-purchase decisions: opposite, no opinion on brand, cheapest / most convenient option, limited decision making. Consumer may select a product without seeking info beyond internal memory. Occurs in response to emotional / env needs: extended decision making. Extensive internal and external info search followed by complex evaluation of multiple alternatives. Problem recognition first stage of consumer decision making process. Involves resolving a difference between situation consumers are in & would like to be in. Think of consumers buying satisfaction to problems rather than product. Where is = ideal state, as = actual state. Survey / focus group to determine what probs consumers face during performance of the activity: product analysis. Examines purchase of a particular product / brand.
