MKT 100 Chapter Notes - Chapter 4,5: Personal Knowledge Base, Business Marketing, Direct Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Cbd process recreational shopping and complex shopping. Factors affecting consumers" search process: perceived benefits vs. Evaluative criteria: consist of a set of salient, or important, attributes about a particular product that are used to compare alternative products. Determinant attributes: product or service features that are important to the buyer and on which competing brands or stores are perceived to differ. Step 4: purchase decision: seek out and purchase products that they believe provide them the best value, after purchase, they consume it put it to the test", consumption leads to (step 5: post-purchase outcomes) Ritual consumption: patterns of behaviours tied to life events that affect what and how people consume. Undesirable consumer behaviour: negative word-of-mouth and rumours can be very damaging. Internet is an effective way to spread negativity so marketers must respond quickly. Negative word-of-mouth: occurs when consumers spread negative information about a product, service or store to others.