Management and Organizational Studies 2320A/B Chapter Notes - Chapter 4: Tim Hortons, Weight Watchers, Reference Group
19 Dec 2017
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The consumer decision process model represents the steps that consumers go through before, during and after making purchases. Because marketers often find it difficult to determine how consumers make purchasing decisions, it is useful for us to break down the process into a series of steps and to examine each step individually. Functional needs: pertain to the performance of a product or service: psychological needs: pertain to the personal gratification consumers associate with a product and/or service. Shoes provide a functional need: to keep feet clean and protect them from the elements. But the consumer who pays for shoes is looking to satisfy a psychological need: a key to successful marketing is determining the correct balance of functional and psychological needs that best appeals to the firm"s target markets. After recognizing that consumers have a need, they search for information about the various options available to satisfy that need.
