{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Ideal social self how a person would like others to

Info icon This preview shows pages 20–22. Sign up to view the full content.

View Full Document Right Arrow Icon
Ideal social self – how a person would like others to perceive him Expected self – image of self between the actual and ideal self Situational self – a person’s self-image in a specific situation Extended self – person’s self-concept that includes the impact of personal possessions on self- image Possible self – what a person would like to become, could become, or is afraid of becoming Topic 4 – Customer decision making Study unit 11 – Individual customer decision making Customer analysis – includes an evaluation of 4 interrelated dimensions, namely, cognition, behaviour, environment and marketing strategies to determine the target market. The customer decision-making process o Consumer decision-making is a cognitive process that consists of mental activities that determine what activities are undertaken to remove a tension state caused by a need. o The consumer decision-making process is a sequential and repetitive set of psychological and physical activities ranging from problem recognition to post-buying behaviour. Stages in the process do not necessarily follow each other in strict order. Buying situations 20
Image of page 20

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

View Full Document Right Arrow Icon
o In any buying situation, individuals absorb information from their external environment and integrate or combine it with their inner needs, motives, perceptions and attitudes. The stages in the decision-making process o Problem recognition: The individual recognises that they have a need that they want to satisfy. Problem arises when consumers recognise a difference between what they perceive as the current state of affairs and the state of affairs that they want. Problem recognitions is an awareness of the need to change the existing state to conform to the desired or ideal state. Factors that affect need or problem recognition are information stored in memory, individual differences and environmental influences. Customer problems arise as a result of internal and external barriers, as well as from assortment inadequacies, new information, expanded desires and expanded or reduced means. o Search for, and processing of, information: They look for information about possible solutions in the external environment, or use the information they have stored in their memory. Consumer search is the mental and physical activities undertaken by consumers to obtain information on identified problems. The search consumers engage in may be internal or external. An internal search concerns info in consumers’ memories, and they will use this to shorten an otherwise lengthy process. An external search is when consumers get information from outside their experience. A major determinant of the type of problem-solving process employed, depends on the customer’s involvement – his degree of interest in a product and the importance he attaches to it.
Image of page 21
Image of page 22
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}