MKTG 2030 Chapter Notes - Chapter 5: Security Alarm, Subliminal Stimuli, Consumer Behaviour
3 Mar 2015
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Document Summary
Women have become the driving force in the canadian automotive industry. Consumer behaviour: actions that a person takes in purchasing and using products and services: includes mental and social processes that precede and follow these actions. Stages that a buyer passes through in making choices about which products and services to buy. Perceive a difference between a person"s ideal and actual situations that is big enough to trigger a decision. An ad for a new generation smartphone can stimulate problem recognition because it emphasizes maximum use from one device. Internal search: scan memory for previous experiences with products/brands. Brands that you become aware of during your search become part of your awareness set. Evaluation criteria: criteria you consider when evaluating products/services (represent objective attributes) and subjective ones (brand prestige) Consideration set: brands that meet you criteria; brands that consumers would consider acceptable. You need to decide from who to buy and when to buy.
