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COMM 296 (51)
Chapter

COMM 296 - Class 5: Consumer Behaviour

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Department
Commerce
Course
COMM 296
Professor
Tamar Milne
Semester
Winter

Description
Comm 296 Chpt 5Section 202Class 5 Jan 23 11Chapter 5 Notes Marketing Consumer BehaviourNote Its not done in this exact order We can cycleThe consumer Decision Process pg82921Need recognition2Information Search3Alternative Evaluation4Purchase5Postpurchase1Needs RecognitionRecognizing unsatisfied needNeed stateDesired stateGreater the discrepancy greater the need recognitionFunctional needsNeed to be able to run runnersEquipment to be able to do somethingPsychological needsPertain to personal gratification High heels not to walk but to look sexierSpending more money than necessary1Information SearchLength of search depends on the perceival of risk associated with purchasing the productInternal search for informationMemory of how the purchase wasExternal search for informationInformation from second hand friends familyCommercial mediaInternetFactors affecting consumers search processesThe perceived benefits versus perceived costs of search
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