Management and Organizational Studies 1021A/B Chapter : Textbook Notes - Jan 23.docx

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

Document Summary

Consumer behaviour are the actions a person takes when purchasing and using products and services. The stages that a buyer passes through when making choices about which products and services to buy is the purchase decision process: problem recognition: perceiving a need. The initial step in the purchase decision. Occurs when a person realizes that the difference between what he or she has and what he or she would like to have is big enough to actually do something about it: information search: seeking value. Sources: personal sources, public sources, or marketer-dominated sources: alternative evaluation: assessing value. The factors consumers consider are a consumer"s evaluative criteria, which represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands. Evoked set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware: purchase decision: buying value.