MCS 1000 Chapter Notes - Chapter 5: Viral Marketing, Rogers Communications, French Market

• 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 what to buy and what service to use a. Include: problem recognition, info search, alternative evaluation, purchase decision and post- purchase behaviour. Problem recognition: 1st recognition step in purchase decision: perceiving a difference between a person"s ideal and actual situation that"s big enough to trigger a decision. E. g. finding empty milk cartons in the fridge, realizing your computer isn"t working. E. g. for buying shampoo, conditioner (same brands: external search. Needed when past experience or knowledge is insufficient. Risk of wrong purchase can be > than cost to gather info. Sources include: personal sources (friends, family, etc. ), public sources (tv, internet, consumer reports) and marketer-dominated sources (ads, official websites, salespeople, display windows) Companies seek to identify that criteria which is used for the consideration set to display the criteria in ads. Goal: associate the best brand/best value in the consumer"s mind.