MKTG 2150 Lecture Notes - Lecture 6: Marketing Mix, Cognitive Dissonance
8 Feb 2020
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Document Summary
Consumer behaviour: consumer behaviour the actions a person takes in purchasing and using products and services, online and mobile technology has allowed consumers to make faster and more informed decisions. Information search seeking value: problem recognition perceiving a need, evaluation of alternatives assessing value, purchase decision buying value, post-purchase behaviour value in consumption or use. Problem recognition: when a person realizes that there is a difference between what they have and what they would like to have that"s big enough to do something about it. Information search: clarifies the problem for the consumer, external search when lacking experience. Internal search scan memory for knowledge and previous experiences. Information search can suggest evaluative criteria for purchase: objective includes features and attributes, subjective includes status and feelings, results in an evoked set. Purchase decision: having examined the alternatives in the evoked set, three choices remain, what brand, who to buy from, when to buy.
