MCS 1000 Chapter Notes - Chapter ch.5: Cognitive Dissonance, Marketing Mix, Toothpaste

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Consumer behaviour: the actions that a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. Purchase decision process: the stages a buyer passes through in making choices about which products and services to buy. In marketing, this can be done by showing the short comings of competing products. Information search (seeking value): after recognizing a problem, a consumer begins to search for information. You may scan your memory for previous experiences with a product or brand. 2: personal sources (family, public sources (product rating, marketer dominated sources: (information from sellers, alternative evaluation (assessing value): the brands that you become aware of during your search become your awareness set. The criteria you consider when evaluating phones are called evaluative criteria. The choice of which seller to buy from will depend on terms of sale, past experience and police.