Management and Organizational Studies 1021A/B Chapter Notes - Chapter 3: Marketing Buzz, Attitude Change, Visible Minority

36 views7 pages
kuninfiescj7463 and 39637 others unlocked
MOS 1021A/B Full Course Notes
21
MOS 1021A/B Full Course Notes
Verified Note
21 documents

Document Summary

Consumer behaviour actions a person takes when purchasing and using products and services. Purchase decision process stages that a buyer passes through when making choices about which products and services to buy. Occurs when a person realizes that the difference between what they have and what they want is big enough to do something about it. Marketers activate consumer decisions process by showing the shortcomings of competing products. Internal research scan their memory for knowledge of or previous experiences with products or brands. External research: primary sources = personal sources, also includes: public sources, consumer reports and. Evaluative criteria all factors you may consider when evaluation products: represents both objective (sound quality) and subjective (prestige) attributes of brand. Evoked set group of brands that a consumer would consider acceptable. Depends on : sales, rebates, atmosphere, shopping experience, time pressure and financial circumstances. Post- purchase behaviour value in consumption or use: