MKTG 409 Lecture Notes - Lecture 5: Online Dating Service, Netflix, Zipcar
1 Mar 2018
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Document Summary
Buying behavior: the decision processes and actions of people involved in buying and using products. Consumer buying behavior: the decision processes and purchasing activities of people who purchase product for personal or household use and not for business purposes. Involvement: degree of interest in or importance of a product. Enduring involvement: ongoing and long-term involvement with a product or product category. Situational involvement: temporary, or dynamic involvement resulting from a particular set of circumstances. Visible to others, expensive, high social risk. Less visible, less expensive, less social risk. More than one brand is acceptable, although one may be preferred. Happens so fast, there"s really almost no process at all. Help company process orders a little faster. It"s not clear yet whether the new app will increase traffic, it is helping the process of buying coffee. Tries to make purchasing even more of a routinized response behavior. Occurs when a buyer becomes aware of a difference between the desired state.
