IMI201H5 Lecture Notes - Lecture 9: Customer Satisfaction
22 Nov 2020
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Need recognition occurs when the buyer recognizes a problem or need, and is triggered by one of the following: Information search occurs when the consumer is moved to search for more information; the consumer may simply have heightened attention or may actively seek out information. What products are out there, what characteristics they have (e. g. location and price) Alternative evaluation occurs when the consumer uses information to evaluate alternative products/o erings in their consideration set. Involves processing information, weighing the perceived pros & cons, to arrive at a choice. Marketers strive to highlight features that are strengths of their product in the information stage, so it is evaluated favorably in this stage. Purchase decision: when the consumer buys the product (among those considered) with highest perceived value. And, in some cases, multiple products (or more than one of the same product) may be purchased. Post-purchase behavior is behavior driven by satisfaction or dissatisfaction felt after purchase.
