ADM 2320 Chapter Notes - Chapter 4: Reference Group, Selective Perception, Tim Hortons
20 Dec 2016
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L01 describe the steps in the consumer buying decision process. Identify what determines how much time consumers will spend searching for. L02 information before buying a product or service. L03 summarize how psychological, social, and situational factors in uence consumers" buying behaviour. L04 explain how involvement in uences the consumer buying process. Understanding what consumers do, and why they do it, is a vital rst step towards being able to predict and ultimately in uence the behaviour. This helps marketers provide a more relevant marketing mix to the consumer. The above model represents the steps that consumers go through before, Consumer needs can be classi ed as functional, psychological, or both. Pertain to the performance of a product or service. I. e. gore-tex, polartec, and thinsulate have been viewed as functionally superior to others that might be used in rugged, high-performance outerwear. Pertain to the personal grati cation consumers associate with a product or service.
