COMMERCE 2MA3 Lecture Notes - Lecture 4: User Friendly, Determinant
13 Feb 2018
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Document Summary
Dell - one of top social media brands in the world. Founding principle: listen and learn from consumers. Process that customers undergo when deciding which brand, which product, location, etc. to spend money on. This includes the possible conclusion that the consumer may decide not to purchase. Post-purchase - this would include re ection on the perceived worthiness of the product (if they would repurchase, etc. ) If the consumer doesn"t purchase the product the post purchase stage includes deciding if they regret not purchasing, if decision was revisited and revised, etc. Functional needs - the performance of a product. Psychological needs - personal grati cation of customers. Internal search for information (info stored within current knowledge) External search for information (info searched on external sources based on the needs (prices, features, etc. ) found) The balance of perceived bene ts and perceived costs. The interests sought after by different consumers are subjective - up to the company to decide.
