BU352 Chapter Notes - Chapter 5: Impulse Purchase, Personal Knowledge Base, Decision Rule
Document Summary
Represents the steps that consumers go through before, during, and after making purchases. The consumers must recognize they have an unsatisfied need and want to go from their actual, nedy state to a different, desired state. Need recognition the beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their actual needy state to a different, desired state. Functional needs- pertain to the performance of a product or service. Psychological needs pertain to the personal gratification consumers associate with a product or service. The consumer searches for information about the various options that exist to satisfy the need. The length and intensity of the search are based on several factors, including the degree of perceived risk associated with purchasing the product or service and the importance of the product to the consumer.
