Chapter 14

Chapter 14 - Consumer Decision Process and Problem...

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Consumer Decision Process and Problem Recognition Chapter 14
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Consumer Decisions Consumer decisions generally involve individuals carefully evaluating the attributes of products, brands, or services and rationally choosing the one that satisfies one’s needs at the lowest cost. However, many consumer decisions involve little conscious effort. Consumer decisions do not always center on brand attributes. Instead, emotions and situations may be involved. Consumer decisions may result from a single problem or multiple problems. The first step of the consumer decision process is problem recognition.
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Consumer Decisions The complexity of decision making increases as consumers move from a low level of purchase involvement to a high level of purchase involvement. Purchase Involvement: the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase Product Involvement (Enduring Involvement) : a high level of involvement with a brand or a product category
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This note was uploaded on 02/08/2011 for the course MKT 374 taught by Professor Watson during the Spring '10 term at Rutgers.

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Chapter 14 - Consumer Decision Process and Problem...

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