MKTG 317 Lecture Notes - Test Drive, Toothpaste, Brand Loyalty
11 Apr 2013
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What your use of the car will be. Quality: good on gas, no major problems or history of problems. How much it costs, compare the cost of that car @ different dealerships. How much fat or sugar is in it. Factors: knowledge, experience, risk: higher risk (financial, social) higher involvement, low knowledge/ low experience; low risk low involvement good, more knowledge/ more experience. External cue: things outside the body that influences us to say, i want something. Determined by: change in environment, lifestyle, trends, celebrity products, and advertisement. Routine search: low involvement goods, things you buy on a regular basis. You buy product x on a regular basis. Limited search, products you shop around for. Market must convince consumers to buy our product. Extensive search: products consumers don"t buy very often, expensive. Lack knowledge; spend time to learn about product class. Marketers teach about product class and then the brand.
