BUS 343 Chapter 4: Chapter 4 BUS343

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How much effort do we put into out buying decisions depends on our involvement. Involvement the relative importance of perceived consequences of the purchase to a consumer. Perceived risk the belief that choice of a product has potentially negative consequences, whether financial, physical, and/or social: risk, expensive. When the risk is low we experience a small amount of involvement: low-involvement purchase is often response to environmental cues, high-involvement purchases carefully process all the available information, because purchases are important and risky. Chapter 4 consumer behaviour: how and why we buy. Understanding consumers boosts roi: the consumer decision-making process. Marketing concept is to satisfy customer"s needs and wants, but first we need to understand what are those needs. Consumer behaviour the process involved when individuals or groups purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires: is an ongoing process.

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