102 the second step is that of searching for internal

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Unformatted text preview: r associating or dissociating themselves with others that carry favourable or unfavourable traits. This is what is referred to as reference groups. One of the primary groups is that of consumers’ families. Families evolve over time and businesses are forced to adapt to their changing needs. One way in which this is accomplished is to understand the nature of family-purchase roles. Through the use of appropriate childrearing techniques and sound family structuring, younger consumers are equipped to tackle almost any marketing challenge. A consumer’s resources involve any demographic, physical, psychological and material means used in dealing with daily life. Time, however, is one element that consumers have little control over and subsequently determines whether a consumer has a shopping experience that requires a lot of effort (mentally and physically) in satisfying needs. These needs are often only realised when a consumer recognises it by themselves or with the help of marketing stimuli such as an advertisement. This is often the first step taken when a consumer is following a decision-making process. 102 The second step is that of searching for internal information (such as existing knowledge) or external information (such as asking a friend) that will help make the decision-making easier for the consumer. The chosen approach will often depend on the adequacy or quality of existing knowledge and the weighing up of costs versus benefits. This can be aided by considering product characteristics, market characteristics, consumer characteristics and situation characteristics. Alternative evaluation, the third step, is when the consumer considers all his / her available options in order to get the best result in satisfying his / her needs. Typical issues that will be considered involve product attributes, personal attitudes, affective concerns and surrogate indicators (such as brand names). The strategies in which consumers execute their notions in choosing alternatives are synonymous with decision rule...
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