MKT 3401 Chapter : Ch 6
Document Summary
Consumer decision makin model: need recognition, information search, evaluation of alternatives, purchase, post purchase behavior. Need recognition: present status vs. preferred state. Internal and external stimuli relate to present status: marketing helps consumers recognize and imbalance between present status and preferred state. Want recognition: when current product isn"t performing properly, when the consumer is running out of a product, when another product seems superior to the one currently used. Recall information in memory includes prior experience or prior knowledge about a product: external information search seek information in outside environment. Marketing: can help narrow the set of alternatives. Evoked set or consideration set: group of brands, resulting from an information search from which a buyer can choose. Determines which attributes are most influencing a consumer"s choice. Post purchase behavior: you must be able to. Explain the consumer"s post purchase evaluation process: cognitive dissonance.
