MKTG 2800 Chapter Notes - Chapter 5: Consumer Behaviour, Shampoo, Customer Relationship Management
5 Jul 2017
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Consumer behavior- the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Purchase decision process- the stages a buyer passes through in making choices about which products and services to buy. Three variations of consumer purchase decision process: extended all 5 steps used, considerable time and effort are devoted. Items such as cars: limited seek some info or rely on a friend to evaluate alternatives, ex. Choosing restaurant: routine problem solving little or no effort. Five situational influences impact purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, antecedent states. The purchase task is the reason for engaging in the decision. The search for information and the evaluation of alternatives may differ depending on whether the purchase is a gift, which often involves social visibility, or for the buyer"s own use.
