MKT 100 Chapter Notes - Chapter 5: Customer Satisfaction, Personal Knowledge Base, Consumer Behaviour

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

To understand consumer behaviour we must why" ppl buy g+s or even specific brands. Using principles from sociology & psychology, marketers have been able to decipher many consumer actions & develop basic strategies for dealing w/ their behaviour. Generally ppl by one g+s over the other because of the cost:benefit ratio. Need recognition occurs when consumers recognize they have an unsatisfied need & want to go from their actual, needy state to a different desired state. The greater the discrepancy b/w the 2 states, the greater the need recognition, eg. just a little hungry vs. very hungry. Functional needs: pertain to the performance of a g+s. Thinsulate has been viewed as functionally superior to other re: outerwear. Pyschological needs: pertain to the personal gratification consumers assoc w/ a g+s. Shoes provide a functional need, ie. to protect & keep feet clean but some ppl spend a lot on shoes that do neither.