COMMERCE 4MA3 Chapter Notes - Chapter 3: Consumer Behaviour, Liquid Oxygen, Interactive Media
16 Jan 2019
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Document Summary
Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Consumer behaviour is best viewed as the process and activities that people experience when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires. A five-stage model of the consumer decision-making process consists of need recognition, information search, alternative evaluation, purchase, and postpurchase evaluation. The decision process model views consumer behaviour primarily from a cognitive orientation. Marketing communication plays a role in every stage as marketers adjust their messages and media along with imc tools to influence appropriately so that consumers move from one stage to the other. 65% of consumers have bought something in the past month. Need recognition: occurs when the consumer perceives a need and becomes motivated to enter a decision making process to resolve the felt need. Caused by a difference between consumer"s ideal state and actual state.
