MKTG1203 Lecture Notes - Lecture 3: Cognitive Dissonance, Consumer Behaviour, Impulse Purchase
Document Summary
Consumer behaviour: articulate the steps in the consumer buying process, describe the difference between functional and psychological needs, describe factors that affect information search, discuss postpurchase outcomes, describes how involvement influences the consumer decision process. List the factors that affect the consumer decision process. The consumer decision process: need/want recognition, consumer is aware of unsatisfied needs or wants, marketer stimulates or creates awareness of a new need or want. Need recognition: functional needs - we may buy something due to the thing it does or function. E. g. laptops: psychological needs - buying due to prestige and status e. g. hybrid cars. What type of need does this address: functional need - saying it will build strong teeth. What type of need does this address: psychological need - gatorade will help u win. What type of need does this address: functional need - it organises your life (mostly this, psychological need - can make your life stress free.
