Chapter 5

Chapter 5 - Chapter 5: Consumer Behavior 25/01/2008...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 5: Consumer Behavior 25/01/2008 21:10:00 Consumer behavior examines 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. Consumer Purchase Decision Process Purchase Decision Process o Problem recognition: perceiving a need o Information search: seeking value o Alternative evaluation: assessing value Evaluative criteria o Purchase decision: buying value o Postpurchase behavior: consumption or use High-involvement in purchase decisions have the following characteristics: o The item is expensive o The item can have serious consequences o Could reflect on someone’s social image Low-involvement products attention is focused on: o Maintaining quality o Avoiding stockout situations so they are not substituted o Advertising messages that reinforce that the right choice was made
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

Chapter 5 - Chapter 5: Consumer Behavior 25/01/2008...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online