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Chapter 5

MKT 100 Chapter Notes - Chapter 5: Viral Marketing

Course Code
MKT 100
Najam Saqib

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Consumer Behaviour: The actions a person takes in purchasing a product, including the mental and
social process.
Purchase Decision Process: Stages a buyer goes through when buying a product
Problem Recognition: Finding a need for the product
Information Search: searching for information about product
Alternative Evaluation: Brand Names being a factor
Purchase Decision: Where and when t buy
Post Purchase Behaviour: After Buying, Either satisfied or not
Evaluation Criteria: Thing to consider about a product, its availability and its prestige
Consideration Act: The popular brands among the rest
Cognitive Dissonance: Feeling of post purchase psychological tension or anxiety
Involvement: The personal, social, and economics significance of the purchase to the consumer
Limited Problem Solving: Getting opinions from people
Routine problem solving: Buying little things
Situational Influences: Have an impact on your purchase decision process
The purchase task
Social surroundings
Physical surroundings
Temporal effects
Antecedent states
Motivation: The energizing force that causes behaviour that satisfied a need
National Character: Similarities between people in a society
Self Concept: The way people see themselves and the way they believe others see them
Perception: The process by which an individual selects, organizes, and interprets information to create
meaningful picture of the world.
Brand Loyalty: A favourable attitude toward and consistent purchase of a brand
Opinion Leaders: Those knowledgeable about users of particular products and services, and so their
opinions influence others choice.
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