COMM 296 - Class 5: Consumer Behaviour

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14 Oct 2011
School
Department
Course
Professor
Comm 296: Chpt 5
Section 202
Class 5
Jan 23, 11
Chapter 5 Notes: Marketing. Consumer Behavio u r
Note. It’s not done in this exact order. We can cycle
The consumer Decision Process pg82-92
1. Needs Recognition
Recognizing unsatisfied need
Need state --. Desired state
Greater the discrepancy, greater the need recognition
Functional needs
Need to be able to run (runners)
Equipment to be able to do something
Psychological needs
Pertain to personal gratification
High heels not to walk but to look sexier
Spending more money than necessary
1. Information Search
Length of search depends on the perceival of risk associated with
purchasing the product
Internal search for information
Memory of how the purchase was
External search for information
Information from second hand (friends, family)
Commercial media
Internet
Factors affecting consumers’ search processes
The perceived benefits versus perceived costs of search
1. Need recognition
2. Information Search
3. Alternative
Evaluation
4. Purchase
5. Postpurchase
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