Management and Organizational Studies 1021A/B Chapter Notes - Chapter 3: Psychographic, Brand Loyalty

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: James O' Brian

Document Summary

Actions a person takes when purchasing and using products and services. Consumer purchase decision process: the stages that a buyer passes through when making choices about which products and services to buy. In marketing, advertisements or salespeople can activate a consumer s decision process by showing the shortcomings of competing (or currently owned) products. y. Information search: seeking value after recognizing a problem, consumers begin to search for information about what product or service might satisfy the newly discovered need. Internal search: scan their memory for knowledge of or previous experiences with products or brands. External search: this is especially needed when one dose not have much past experience or knowledge. Primary sources of external information are personal sources, public sources, and marketer-dominated sources. y alternative evaluation: assessing value. Consider all the factors you may consider when evaluating portable mp3 players.