MKT 201 Study Guide - Test Market, Kfc, Pizza Hut
6 Oct 2013
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The greater the discrepancy between the actual needy state and the desired state, the greater the need recognition. Functional needs - related to the performance of a product or service. Psychological needs - pertain to the personal gratification consumers associate with a product or service: search for info. Internal search the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. External search the buyer seeks info outside his or her personal knowledge base to help make the buying decision. Perceived benefits versus perceived costs of search. Internal locus of control believe having control over the outcomes of their actions engage in more search activity. External locus of control believe fate or other external factors control all outcomes wise decision, not their credits but poor decision, not their fault. Performance involves the perceived danger inherent in a poorly performing product or service.
