MKT 400 Chapter Notes - Chapter 12: Decision-Making, Satisficing, Reference Group
4 Apr 2016
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Chapter 12: decision making i: need recognition and search. When needs occur, decision making must take place. The consumpion process revolves around value-seeking aciviies that consumers perform as they go about saisfying needs. Need recogniion search for informaion evaluaion of alternaives choice post-choice evaluaion. Choice does not necessarily mean idenifying what brand of product to buy: one of the very irst choices that consumers need to make when facing a decision is whether any purchase will be made at all. Consumer decision making does not always focus on the purchase of a tangible product, but it does always involve choices linked to value. Decision making and moivaion are closely related concepts: moivaions are the inner reasons or driving forces behind human acions as consumers are driven to address needs. Raional decision making perspecive: assumes consumers diligently gather informaion about purchases, carefully compare various brands of products on salient atributes, and make informed decisions regarding what brand to buy.
