MGCR 352 Chapter Notes - Chapter 5: Consumer Behaviour, Cognitive Dissonance, Stockout
21 Apr 2013
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The actions that a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The stages a buyer passes through in making choices about which product and service to buy: problem recognition. Perceiving a difference between a person"s ideal and actual situations that is big enough to trigger a decision. Can activate a consumer"s decision process by showing shortcomings of competing (or currently owned) products: information search. Clarifies the problem for the consumer by yielding brand names, suggesting criteria to use to judge the different brands, and developing consumer value perceptions. Brands you become aware of-awareness set: alternative evaluation. Evaluation criteria: factors that represent both the objective attributes of a brand (such as locate speed) and the subjective ones (such as brand prestige) you use to compare different products and brands. The brands that meet your criteria make up your.
