Textbook Notes (368,317)
Canada (161,798)
Commerce (596)
COMM 131 (63)
Chapter 6

Chapter 6 - Consumer Behaviour.docx

2 Pages
81 Views
Unlock Document

Department
Commerce
Course
COMM 131
Professor
Jacob Brower
Semester
Winter

Description
Marketing: Chapter 6 – Consumer Behaviour and Decision Making (Week 4) Five Stages of Buyer Decision Process: Need Recognition: • Triggered by: o Internal stimuli – desire for basic needs (hunger, thirst, sex) rises o External stimuli – advertisements or discussions with friend, etc.  • Market should research consumers to find out: o What kinds of needs/problems arise o What brought about them o How they led the customer to this particular product Information Search: • Interested consumer may or may not search for more information • If customer drive is strong and satisfying product is near hand, consumer is likely  to purchase • Obtain information from: o Personal sources – friends, family, neighbours, etc. o Commercial sources – advertising, salespeople, displays, etc. o Public sources – mass media, internet searches, etc. o Experiential sources – handling, examining, using product, etc. • Commercial sources inform buyer, personal sources legitimize  Evaluation of Alternatives: • Alternative Evaluation – how the consumer processes information to arrive at  brand choices • Consumers arrive at attitudes toward different brands through some evaluation  procedure; depends on individual and specific buying situation o Sometimes based on logic and calculations o Sometimes based on intuition and impulse o Sometimes on own, sometimes turn to friends, salespeople, reviews Purchase Decisions: • Ranks brands and forms purchase intentions • Purchase decision: buying the most preferred brand • Two factors that influence the purchase intention and decision: 1. Attitudes of Others – how others affect your decision 2. Unexpected Situational Factors – may form purchase intention based on  factors such as expected income, expected price, and expected product  benefits Post­purchase Behaviour: • How the customer will react after purchasing a product • Based on consumer expectations and perceived performance Marketing: Chapter 6 – Consumer Behaviour and Decision Making (Week 4) • Cognitive Dissona
More Less

Related notes for COMM 131

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit