CHAPTER 5 – Consumer Behavior Example at the beginning of the chapter: The fashion industry and plus size consumers Steps in the consumer buying process: 1. Need recognition (based on functional and psychological needs) 2. Search for information (internal and external) Factors affecting consumers’ search processes: a.i. Perceived benefits vs. perceived costs of search a.ii. Locus of control (internal vs. external) a.iii. Actual or perceived risk (performance, financial, social, physiological/safety, psychological) Social vs. Psychological : Social-fears a consumer has when they worry others don’t like what they purchased. Psychological-risks associated with how people will feel if the product doesn’t convey the “right” image 3. Evaluation of Alternatives Attribute sets a.i. Universal sets (all possible choices for a product category) a.ii. Retrieval sets (brands or stores that can be brought from memory) a.iii. Evoked set (brands or stores the consumer would actually consider when
This is the end of the preview. Sign up to
access the rest of the document.