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Chapter 4

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ECON 344
Deborah Reyner

BUSWeek 4Oct022012Chapter 5 Consumer BehaviourDescribe the steps a customer goes through when buying a product or serviceIdentify what determines how much time consumers will search for information before buying a product or serviceSummarize how psychological social and situational factors influence consumer buying behaviourExplain how involvement influences the consumer buying decision processConsumer BehaviourUse principles and theories from sociology anthropology and psychologyUnderstand consumer actionsDevelop basic strategies to deal with those actionsUnderstand why people buy products or servicesThe Consumer Decision ProcessNeed RecognitionInformation SearchAlternative EvaluationPurchase DecisionPostpurchase EvaluationScenario Want to buy a car wondering what type and what brand of a car to buy Need to do some research Step 1 Need RecognitionFunctional needs pertain to the performance of a product or serviceConvenient distance time consumingPsychological needs pertain to the personal gratification consumers associate with a product or serviceEverybody has a carso I think I should have a car tooStep 2 Information SearchInternal when buyer examines his or her own memory and knowledge about the product or service gathered through past experiencedream car reality carExternal when buyer seeks information outside their personal knowledge base to help make the buyer decisionWebsite Kajiji newspaper classify talk to someone has experienced beforeFactors Affecting Consumers Search Process1
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