MKT 201 Study Guide - Midterm Guide: Personal Knowledge Base, Dry Cleaning, Dollhouse
8 Oct 2018
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Chapter 6 consumer behavior: need recognition: the discrepancy between when a customer recognizes they have an unsatisfied need and when they would like to go from their actual, needy state to a different desired state. Ex: knowing to go to a restaurant you"ve been to before: external search for information: when the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Ex: buying a more expensive outfit for a job interview: physiological risk/safety risk: refers to the fear of an actual harm should a product not perform properly. Ex: the buyer goes over the budget to buy a quality product: non-compensatory decision rule: here the buyer focuses on one attribute / characteristic that outweighs others. Ex: a price sensitive customer may buy the cheapest refrigerator: purchase: the customers go through the process of search and evaluation but sometimes do not make a decision and so there is no purchase.
