Ch. 5 Notes

Ch. 5 Notes - Henry Ross AEM 240 Marketing Chapter 5 Week 4...

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Henry Ross AEM 240 Marketing Chapter 5 Week 4 CONSUMER BEHAIVOR - Consumer behavior: Actions a person takes in purchasing and using products and services. CONSUMER PURCHASE DECISION PROCESS - Purchase decision process: Stages a buyer passes through in making choices about which products or services to buy. This process has 5 stages: 1. Problem recognition 2. Information search 3. Alternative evaluation 4. Purchase decision 5. Postpurchase behavior Problem Recognition: Perceiving a Need - Perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Information Search: Seeking Value - Internal Search or External Search for information - Primary sources of external information: personal sources, public sources, and marketer-dominated sources. Alternative Evaluation: Assessing Value - The information search stage clarifies the problem for the consumber by suggesting criteria, or points to consider, for the purchase, providing brand names that might meet the criteria, and developing consumer value perceptions. Purchase Decision: Buying Value - Two choices: who to buy and when to buy Postpurchase Behavior: Value in Consumption or Use - After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied. Involvement and Problem-Solving Variations - Involvement: Personal, social, and economic significance of a purchase to the consumer. -
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Ch. 5 Notes - Henry Ross AEM 240 Marketing Chapter 5 Week 4...

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