CHAPTER 5 - CHAPTER 5 – Consumer Behavior Example at the...

Download Document
Showing pages : 1 of 2
This preview has blurred sections. Sign up to view the full version! View Full Document
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
Background image of page 1
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Create a FREE account now to get started. Log In

The email address you entered is not valid. The email address you provided is already in use.
Your username must be at least 5 characters. Your username must consist of only alphanumeric characters. Your username must contain at least one letter. Your username contains inappropriate language. Another user has already claimed this username.
Your password must be at least 6 characters in length.
{[ $select.selected.label ]} Please select a valid school.
By creating an account you agree to our Privacy Policy, Terms of Use, and Honor Code.
Create my FREE account Processing...
Sign Up with Facebook

We will never post anything without your permission.

Already on Course Hero? Log In