MKT 100 Lecture Notes - Lecture 5: Variable Cost, Marketing Mix, Direct Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Consumer buying decision (cbd) process: need recognition, information search, evaluate of alternatives, purchase decision, post-purchase behaviour. Buying something like a car or house (expensive and will be with us for a while) Spend a lot of time searching through all the options like price, brand, colour, quality, horse power, ect: evaluate of alternatives. Pick what is more important to you the price or the look. Which has the best parts (like wifi: purchase decision, post-purchase behaviour. Study of buyer behaviour: study of the processes involved when individuals, groups, or companies select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Develop basic strategies to deal with those actions/behaviours: need recognition, functional : like a soft shoe that is ugly but does the job, psychological. Go to google: factors that affect search. Internal locus of control = more search activities. External locus control fate, external factors = why bother.