COMM 131 Chapter 6: Chapter 6 - Consumer Behaviour.docx

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Need recognition: triggered by, internal stimuli desire for basic needs (hunger, thirst, sex) rises, external stimuli advertisements or discussions with friend, etc, market should research consumers to find out, what kinds of needs/problems arise, what brought about them, how they led the customer to this particular product. If customer drive is strong and satisfying product is near hand, consumer is likely to purchase: obtain information from, personal sources friends, family, neighbours, etc, commercial sources advertising, salespeople, displays, etc, public sources mass media, internet searches, etc, experiential sources handling, examining, using product, etc, commercial sources inform buyer, personal sources legitimize. Evaluation of alternatives: alternative evaluation how the consumer processes information to arrive at brand choices, consumers arrive at attitudes toward different brands through some evaluation procedure; depends on individual and specific buying situation, sometimes based on logic and calculations, sometimes based on intuition and impulse, sometimes on own, sometimes turn to friends, salespeople, reviews.