BU352 Lecture Notes - Need Theory, Customer Satisfaction, Ice Cream
Document Summary
People buy products/services because they feel it has a better value (ratio of benefits to costs is higher for that product/service than for another) Steps consumers go through before, during, and after making purchases: need recognition, evaluation of alternatives, purchase and consumption, postpurchase, need recognition. Pertain to the performance of a product or service superior, consumer seeking products. Pertain to the personal gratification consumers associate with a product or service ex. shoes, functional in nature, but shoes satisfy psychological needs. Many products and services satisfy both functional and psychological needs. After consumers recognize that they have a need consumers must search for information about the options that exist to satisfy that need. Length and intensity of information search depend on: degree of perceived risk, how important it is to you, costs of purchasing product/service. Talking to friends, family, sales people, internet, magazines etc. Factors that affect the depth and type of search a consumer undertakes:
