MKT 400 Chapter 9: Chapter 9 Notes
18 Apr 2012
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Consumer purchase may be a response to perceived problems. These situations are encountered by consumers virtually every day of their lives; they realize that they want to make a purchase and go through a series of steps to do so. Information search: problem recognition, evaluation of alternatives, product choice. After the decision is made, the quality of that decision affects the final step in the process. There are 3 steps in the decision process: how consumers recognize the problem or need for a product, their search for information about product choices, the ways in which they evaluate alternatives to arrive at a decision. Because some purchase decisions are more important than others, the amount of effort we put into each differs, sometimes the decision making process is done almost automatically. A person may also spend literally days or weeks thinking about an important purchase such as a new home.
