COMMERCE 3MB3 Chapter Notes - Chapter 9: Human Factors And Ergonomics, Marketing Mix, Subset
14 Dec 2017
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2: alternative evaluation, choice and purchase, consumption and post purchase evaluation. Usually, we do not make decisions this carefully. We skip stages and make it up as we go along. Some decisions are based on responses to environmental cues: behavioural influence perspectives. Some are based on more global responses and feelings: experiential perspectives. Levels of decision making: habitual decision making, limited problem solving, extended problem solving. You recognize the need and go straight to purchase. Can be simple repeat purchase, sometimes called inertia. Can result from brand loyalty and involvement with the product. A few alternatives are evaluated and simple decisions rules are sued. Unless there is a large gap between expectations and experience, little post purchase. Gap between actual and desired state that represents a need. Consumer has to be aware of the gap and think that the problem is worth solving. Three basic considerations at the problem recognition stage:
