SMG MK 469 Chapter Notes - Chapter 4: Novelty Seeking, Self-Actualization, Cognitive Dissonance
12 Mar 2019
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Challenge - how to influence the purchase behavior of consumers in favor of the product or service they offer. Consumer behavior: process and activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services to satisfy their needs and desires. Purchase decisions can be long, detailed process (extensive info search, brand comparison, evaluation) or incidental. Marketers actions that encourage consumers not to be content with their current state. Consumer perceives a need and becomes motivated to solve the problem. Caused by a difference in the consumers ideal state vs. actual state. Out of stock: replenish their stock, purchase decision is routine. New needs/wants: changes in consumers life or financial situation. Related products/purchases: purchase of an iphone = need for a case. Consumers will try new brands even if they are satisfied with the current. Encourage brand switch with ads and promotions. Problem recognition when innovative products are introduced.
