Chapter5 - M ARKETING CHAPTER 5 Consumer behavior : the...

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MARKETING CHAPTER 5 Consumer behavior : the actions a person takes in purchasing and using products and services Purchase decision process 1) Problem recognition = perceiving a need a. Perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision 2) Information Search = seeking value a. Internal search b. External search 3) Alternative Evaluation = Assessing value 4) Purchase Decision = Buying value a. From whom to buy b. When to buy 5) Post-purchase Behavior = Value in consumption or use a. Satisfied or dissatisfied b. Cognitive dissonance : feeling of post-purchase psychological tension or anxiety -Level of involvement is the personal, social and economic significance of the purchase to the consumer High: extended problem solving Middle: limited problem solving Low: routine problem solving -If a company markets a low-involvement product and its brand is a market leader, attention is placed on (1) maintaining product quality, (2) avoiding
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This note was uploaded on 02/14/2011 for the course AEM 2400 at Cornell University (Engineering School).

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Chapter5 - M ARKETING CHAPTER 5 Consumer behavior : the...

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