FM 117 Chapter Notes - Chapter 6: Consumer Behaviour, Cognitive Dissonance, Marketing Strategy

• School: FIT
• Department: Fashion Business Management
• Course: FM 117
• Professor: Joelle Williams

Document Summary

Consumer behavior: processes a consumers uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use. Five step process used by consumers when buying goods or services: need recognition, information search, evaluation of alternatives, purchase, post purchase. Need recognition: result of an imbalance between actual and desired states. Want: recognition of an unfulfilled need and a product that will satisfy it. Stimulus: any unit of input affecting one or more of the five senses; sight, smell, taste, touch, hearing. Internal information search: the process of recalling past information stored in the memory. External information search: the process of seeking information in the outside environment. Nonmarketing-controlled information source: a product information source that is no associated with advertising or promotion. Marketing-controlled information source: a product information source that originates with marketers promoting the product: mass media advertising: radio, tv, magazines.