282_BRAND-MANAGEMENT-NOTES

282_BRAND-MANAGEMENT-NOTES - BRAND-MANAGEMENT-NOTES...

Info icon This preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
BRAND-MANAGEMENT-NOTES Understanding the consumer buying decision process is important for a company for two reasons: It highlights very clearly that for certain types of buying decisions, a possibility exists to influence the consumer prior to the actual purchase-taking place. The company should identify all the sources of information that we are likely to use when coming up with alternatives. The company should also determine how best to ensure that the company’s product/service message is used as a source of information by us. The consumer buying decision process also highlights that the purchase does not end with the sale. If our expectations about the product are not realized, then future sales to us may be lost. Furthermore, negative reports to family and friends may also discourage other people from purchasing
Image of page 1
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern