COMMERCE 2MA3 Chapter Notes - Chapter 4: Personal Knowledge Base, Decision Rule, Malden Mills

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 2MA3
• Professor: Bharat L Sud

Document Summary

The consumer decision process model represents the steps that consumers go through before, during, and after making purchases. Because markets often find it difficult to determine how consumers make purchasing decisions, it is useful for us to break down the process into a series of steps and to examine each step individually. Step 1: need recognition: the consumer decision process begins when consumers recognize they have an unsatisfied need and want to go from heir needy state to a different, desired state. The greater the discrepancy between theses two states, the greater the need recognition will be: functional needs. Pertain to the performance of a product or service. For years, materials such as gore-tex, polartec, and. Thiosulfate have been reviewed as functionally superior to others that might be used in rugged, high-performance outwear. Knowing that consumers seek out these materials, high-end outdoor manufacturers, such as north.