BU412 Chapter Notes - Chapter 2: Role Theory
Document Summary
In marketing, it is very important to understand why customers behave the way they do. Service consumption can be divided into three main stages: pre-purchase, service encounter, and post-purchase. The nature of these steps vary, depending on whether the service is high-contact or low- contact. Begins with need awareness and continues through information search and evaluation of alternatives to deciding whether or not to buy a particular service. When a person decides to buy or use a service, it is triggered by an underlying need or need arousal. The awareness of a need will lead to an information search and an evaluation of alternatives before a decision is reached. Needs may be triggered by the following: unconscious minds, physical conditions, external sources. When a need is recognized people are likely to be motivated to take action to resolve it. Once a need or a problem has been recognized, customers are motivated to search for solutions to satisfy that need.
