MK 201 Chapter 4: Understanding Consumer Behavior
Document Summary
Consumer behavior: the actions a person takes in purchasing and using products and services. Purchase decision process: the stages a buyer passes through in making choices about which products or services to buy. Problem recognition: perceiving a need the initial step in the purchasing decisions is perceiving a difference between a persons ideal and actual situations big enough to trigger a decision. Information: a consumer begins to we arch for information seeking value. Alternative evaluation: clarifies the problem for the consumer by: Suggesting criteria to use for the purchase. Yielding brand names that might meet the criteria. Purchase decision: buying value, two choices remain. Post purchase behavior: realizing value, either satisfied or dissatisfied, involvement. The personal, social and economic significance of a purchase to the consumer: consumer involvement affects problem solving. Involvement: the personal, social and economic significance of a purchase to the consumer.
