MKT 100 Chapter Notes - Chapter 7 & 18: Cognitive Dissonance, Christian Louboutin, Customer Satisfaction

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Tatiana A

Document Summary

The consumer decision process model represents the steps that consumers go through before, during, and after making purchases. Marketers often find it difficult to determine how consumers make purchasing decisions, it is useful for us to break down the process into a series of steps and to examine each step individually. Habitual shopping: buying things that you don"t really need so process for that is: need recognition, purchase decision, postpurchase behavior. The consumer decision process begins when consumer recognize they have an unsatisfied need and want to go from their actual, needy state to a different, desired state. The greater the discrepancy between these two states, the greater the need recognition will be. Functional needs: pertain to the performance of a product or service. Psychological needs: pertain to the personal gratification consumers associated with a product and/ or service. Search: example: search for information about the various options that exist to satisfy that need.