BU352 Chapter 4: BU352 - Marketing
Document Summary
Occurs when consumers recognize they have an unsatisfied need and want to go from their needy state to a different desired state. Functional needs the performance or a product or service. Psychological needs pertain to the personal gratification consumers associate with a product. Searching for information about the various options that exist to satisfy that need. Factors affecting consumers" search processes: internal examines his or her own memory and knowledge about product, external seeks information outside his or her knowledge base, perceived benefits vs. perceived costs, locus of control. Process often occurs when consumers are engaged in the process of information search. Evaluative criteria consists of a set of salient, or important attributes about a product. Determinant attributes product or service features that are important to the buyer. Compensatory decision rule: when evaluating products, consumers trade off characteristics against another. Decision heuristics mental shortcuts for narrowing down choices: examples: price, brand, product and presentation.
