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4 - Chapter five 1 Stages in the consumer purchasing...

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Chapter five 1. Stages in the consumer purchasing decision process 116-118 fig 5-1 p116 a. Problem recognition – perceiving a need or want b. Information search – how am I going to fulfill this need/want c. Alternative evaluation – collected info and narrowing down my decision. i. Consideration set – the complete list of brands that can fulfill need d. Purchase decision – going out a buying i. Evoked set – the narrowed down consideration set. If your brand does not make it into this set you have no chance. e. Post purchase behavior – I bought the product, did it actually fulfill my need or not. If yes then you will probably by the brand if not you will not most likely. i. Cognitive dissonance – what you thought or learned about the brand did not actually fulfill your need or want. 2. Consumer involvement p.119-120 fig 5-3 120 a. Extended – buying a new car you will most likely go thoroughly through all these phases, this is extended. Buying candy doesn’t yield as much
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