COMM 223 Chapter 6: STUDY GUIDE COMM 223 - Chapter 6 Notes.pdf
19 Feb 2015
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It$ discussion. $: information&search:;$ simply. $ looking,"s$ conversations. , alternative& evaluation:$ consumer. $ rated,. , purchase&decision:"s. $ influential. , post&purchase&behavior:$ satisfaction. $ Consumer& market:&made$ consumers. $ households$ services$ for$ personal$ consumption. $ the$ world$ than$ 6. 6$ billion$ people$ who$ annually$ consume2963165. $ Four types of buying behaviour and related marketing strategies. Comm 224 dr. k. b y kkurt (see pages 201-203 of your text) Consumer has much to learn about these products that are expensive, risky, purchased infrequently, and sometimes self-expressive. Buyer will pass through a learning process developing beliefs and attitudes about the products, then making a purchase decision. Marketers need to help buyers learn about product-class attributes and their relative importance and what the company"s brand offer in terms of those important attributes. They must motivate store sales people to influence final brand choice. Highly expensive, infrequent, or risky purchase but consumers cannot tell the differences between brands. Buyers shop around to learn about brands but brand comparison is not easy.
