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Lecture 5

Management and Organizational Studies 3325A/B Lecture Notes - Lecture 5: Impulse Purchase, Lead Generation, Mental Accounting


Department
Management and Organizational Studies
Course Code
MOS 3325A/B
Professor
Adam Caplan
Lecture
5

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MOS 3325 – Lecture 5
Conversion
Getting customers to complete a desired action
oMake a purchase
oGenerate a lead
oVisit a store
oWhatever your intended ‘Aim’ is
Purchase Decisions
Planned Purchases
Planned Purchases Behavioural Decision Model (Sandhusen, 200)
oProblem recognition
oInformation search
oAlternative evaluation
oPurchase decision
oPost-purchase behaviour
The Purchase Conversion Funnel
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