HACE3100 Exam 2 Notes

HACE3100 Exam 2 Notes - Ch.6:BuyingProcess,Brands,...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Ch. 6: Buying Process, Brands, and Product Development INTRODUCTION Consumer behavior  – refers to the buying behavior of consumers—the  individuals, families, and households that buy goods and services for personal  consumption Fundamental premise of modern field of consumer behavior: People often buy  products not for what they do, but for what they mean STEPS IN THE BUYER DECISION PROCESS Prepurchase 1. Assessing need 2. Searching for information 3. Evaluating alternatives 4. Selecting a product or service Purchase 5. Buying Postpurchase 6. Evaluating after purchase through use and comparisons Prepurchase Prepurchasing  – focuses on what consumers are thinking about and how they  are behaving that lead up to an actual purchase The consumer tries to determine how  much pleasure or pain will be derived from  a product or service o Perceived quality is a factor of prepurchase behavior Forecast  – prediction by marketers of sales of existing or new product or  services 1.  Assessing Needs Results when problems or decision situations are recognized because people  sense a discrepancy between their current state and a desired state o Can emerge internally: “I am thirsty” o Can emerge externally: “There is no milk in the refrigerator” Need set  – reflects the fact that most products satisfy more than one need Needs and Individuals’ relationships with their goods: Self-concept attachment 1
Background image of page 1

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

View Full DocumentRight Arrow Icon
o Products establish user’s identity (backpacks, briefcases) Nostalgic attachment o Link to one’s past (Barbies, GI Joes) Interdependence o Part of daily routine (coffee, cars, fav seat in living room,  shampoo) Love o Product elicits strong emotion (red roses on Valentine’s Day) Target market  – largest, most likely group to purchase Marketing strategy  – How can we give good customer value to this target  market? Marketing mix  – communications or info and product, price, distribution,  service 2.  Searching for Information Involves  sorting  behavior Information is accessed either internally or externally o Internal search  – going over in their mind what they know about a  product based on past searches or personal experiences o External search  – looking at advertisements, reading articles, going  on the Internet, or asking others what they think about a product Involves talking w individuals, reading marketing info, or  experiencing product itself In the economic theory of choice, the assumption is that  consumer has  perfect info Information makes choice meaningful o Consumers cant make good decision unless they have adequate 
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/23/2011 for the course HACE 3100 taught by Professor Moorman during the Spring '09 term at UGA.

Page1 / 32

HACE3100 Exam 2 Notes - Ch.6:BuyingProcess,Brands,...

This preview shows document pages 1 - 3. Sign up to view the full document.

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