MKTG 2800 Lecture Notes - Lecture 5: Subliminal Stimuli, Brand Loyalty, Selective Perception
4 Sep 2016
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Customer behavior: the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Purchase decision process: the steps a buyer passes through in making choices about which products and services to buy: problem recognition: perceiving a difference between a person"s ideal and actual situations big enough to trigger a decision. Internal search scan your memory for previous experiences with products/brands: external search b. i. Involvement: the personal, social, and economic significance of the purchase to the consumers. Limited problem solving: customers typically seek some information or rely on a friend to help them evaluate alternatives. (purchases that don"t merit great deal of time or effort, such as choosing a place for lunch) Routine problem solving: consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives (frequent, low-priced purchased products)
