MARK1020 Lecture Notes - Unit, Consumer Reports, European Cooperation In Science And Technology
18 Feb 2013
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Document Summary
The definition of consumer behaviour emphasizes that a. Decision process underlies the visible act of making a purchase. The purchase decision process is the series of stages a buyer. Passes through in making choices about which products and. The process consists of five stages: (1) problem. Recognition, (2) information search, (3) alternatives evaluation, (4) purchase decision, and (5) postpurchase behaviour. Problem recognition is a perceived difference between a. Person"s ideal and actual situation big enough to trigger. The information search stage serves to clarify the. Options open to the consumer and may involve two steps: An internal search involves the scanning of one"s. An external search may be necessary particularly. When past experience or knowledge is insufficient, the. Risk of making a wrong purchase decision is high, and. The primary sources of external information are: (friends and family and. Examination of a consumer"s evaluative criteria -- both. The objective attributes of a brand and the subjective
