BUS 346 Chapter Notes - Chapter 6: Reference Group, Impulse Purchase, Self-Actualization
Document Summary
Chapter 6: consumer behavior and want to go from their actual, needy state to a different, desired state. Need recognition occurs when consumers recognize they have an unsatisfied need. Wants are goods or services that are not necessarily needed but desired. Consumer needs like these can be classified as functional, psychological, or both. Functional needs pertain to the performance of a product or service. Lo 1: articulate the steps in the consumer buying process. Bmw known to produce luxurious, powerful autos. Lo 2: describe the difference between functional and psychological needs. Psychological needs pertain to the personal gratification consumers associate with a product and/or service. The second step, after a consumer recognizes a need, is to search for. The length and intensity of the search are based on the degree of perceived risk. 2 key types of information search information about the various options that exist to satisfy that need associated with purchasing the product or service.
