COMM 223 Study Guide - Final Guide: Subculture, Selective Exposure Theory, Customer Switching
31 Jan 2015
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Document Summary
Understanding customer behavior: customer purchase behavior of final customers who buy goods/services for personal consumption, reduces uncertainty when creating the marketing mix. Customer decision-making process: need recognition, need recognition by internal/external stimuli. Complex purchase decision: product is expensive, infrequent purchases, risky, less familiar with product, three step process: belief, attitudes, decision, marketers need to differentiate brand"s features, use print media, understanding customer evaluation. Variety-seeking purchase decision: significant differences in brands, frequent brand switching, market leader need to dominate shelf space, avoid out-of-stock, sponsor frequent reminder advertising, competitors need to offer low prices, promotions, coupons, free samples, advertising. Dissonance-reducing purchase decision: no significant differences between brands, customers are more likely to respond to a good price or purchase convenience, marketers need to offer warranty and guarantee. Habitual purchase decision: most low cost, frequently purchased products. Social: groups, membership group: primary (family, friends), secondary (religious, reference group: groups the individual wishes to belong to, family.
