MCS 1000 Chapter Notes - Chapter 5: Psychographic, Reinforcement, Subculture

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Purchase decision process: stages that a buyer passes through in making choices about which products and services to buy. The stages are: problem recognition, information search, alternative evaluation, purchase decision, post-purchase behaviour. Problem recognition: perceiving the difference between a person"s ideal and actual situations that is big enough to trigger a decision. Internal search: searching in your own mind for past experiences with products or brands. Evaluative criteria: factors that represent both the objective attributes of a brand (such as a display screen) and subjective ones (such as brand prestige) you use to compare different products and brands. Purchase decision: from whom to buy, when to buy. If dissatisfied marketers must decide whether the product was deficient or consumer expectations were too high. Decision to buy also involves the time hand. Psychology helps marketers understand why and how consumers behave as they do. Motivation, personality, perception, learning, values, beliefs, attitudes, lifestyle.