MOS 1021 Lecture 4-6

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Department
Management and Organizational Studies
Course
Management and Organizational Studies 1021A/B
Professor
Prof
Semester
Winter

Description
ConsumerBehaviour01202014Lecture4ConsumerBehaviourActionsapersontakeswhenpurchasingandusingproductsandservicesConsumerPurchaseDecisionProcessTheconsumerpurchasedecisionprocessisinfluencedby1SituationalInfluences2Psychological3Sociocultural1ProblemRecognitionPerceivinganeed2criterianeedtobemet1Someonerealizesthereisadifferencebetweenwhattheyhaveandwhattheywouldliketohave2SomethingtriggersthemtodosomethingaboutitGoodmarketingcantriggerconsumerstowanttotakeactionieyouseeanadthatmakesyoufeelthatyourclothesareoutdated2InformationSearch3EvaluationofAlternativesEvaluativeCriteriaDuringtheinformationsearchphaseaconsumerlearnsvariouscriteriathatcanbeusedtoevaluatethealternativesEvaluativecriteriacanbothrepresentObjectiveattributescanbemeasuredquantifiediebuyingasmartphonenumberofappsdownloadspeedbatterylifeSubjectiveattributesbasedonpersonalfeelingsiebuyingasmartphoneAppleisthecoolbrandtoownThesecriteriawilldetermineyourEvokedSetThegroupofbrandsaconsumerwillconsiderbuyingfromtheproductclassieyouwillconsideraniPhoneoraAndroidbutnotaBlackberrytheconsumerdevelopsashortlistofbrandstheyllconsider4PurchaseDecisionBuyingValue3decisionsWhichbrandbasedonyourevokedsetWhotobuyfromWhentobuy5PostPurchaseBehaviourConsumercomparesthevaluereceivedfromtheproducttotheirexpectationsHowsatisfiedsomeoneiswiththeirpurchaseAffectsfuturepurchasebehaviourAdissatisfiedcustomerwilltellmorepeopleaboutitvsasatisfiedcustomerThiseffectisamplifiedwithsocialmediaCognitiveDissonancePostpurchasefeelingthatyoudidntmaketherightchoiceTodealwiththisconsumerslookforinformationthatconfirmstheirdecisionanddiscreditstheotheralternativesHaveyoueverdonethisbeforeProblemSolvingVariationsDependingonthelevelofinvolvementsometimesconsumerswillskiporputlittleeffortintosomeofthestepsThiswillhappenforlowinvolvementpurchasesiebuyingapackofgumHighinvolvementpurchaseswillgothroughallthestepsiebuyingacarHighinvolvementpurchaseshaveatleastoneofthesecharacteristicsExpensiveBoughtinfrequentlyCouldreflectononessocialimageRoutineProblemSolvingseekingexternalinformationandevaluatingalternativesLittleeffortLowinvolvementdecisionmakingLimitedProblemSolvingLowinvolvementbutsignificantperceiveddifferencesamongbrands
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