MKTG 35035 Lecture Notes - Lecture 1: Impulse Purchase, Retail Therapy, Eval
Document Summary
3 main stages in a consumption decision: need recognition ( i need something, information search (what"re my options, evaluation and choice (what do i choose) Consumer decision making process: need recognition, info. Search: evaluation of alternatives, choice or selection, consumption of chose product, evaluation of choice, disposal of chosen product. Can be triggered internally: i"m hungry, i want to look more professional, i need a vacation. Externally: oohthat ice cream sounds good, i need to look professional for my job interview. Pre-purchase search: directed, specific to an upcoming choice, active gathering of info. Ongoing search: more general, less directed, can be in an area of interest ( i like to learn about cars, can be to help justify or reinforce a past choice, can be in anticipation of possible upcoming choices. Internal search: my ideas, thoughts, past experiences, brand images, etc. about the alternatives that are available to me, remember, this is internal to me.
