74-131 Study Guide - Winter 2018, Comprehensive Midterm Notes - Swot Analysis, Spanning Tree Protocol, Servqual
12 Oct 2018
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Document Summary
Consumer decision making process: problem recognition short term x long term internal x external utilitarian x hedonic, data collection. Product info, prices, retail options, warranties etc: evaluation of alternatives. Buy, don"t buy, rent, lease: post-purchase evaluation. Attitudes = lasting, general evaluation/beliefs about people, objects, ads and ideas. Components of attitude beliefs, feelings, tendency to act. Elaboration likelihood method thought analysis through logical process and ranking system. Balance theory borrowing ideas of others. Cognitive dissonance inconsistencies among attitudes and behaviours. Social judgement theory pre-existing attitudes as a frame of reference. Motivation = the process that cause people to behave as they do. Utility = the value/benefit a consumer receives form purchase/exchange of services. Segmentation = dividing a market into distinct groups of buyers. Buyer characteristics/diversity problem to be solves, lifestyle, demographics, buyer knowledge etc. Targeting = creating segments that are homogenous within and heterogeneous between.
