AESHM 275 Chapter Notes - Chapter 5: Decision-Making

• School: Iowa State University
• Department: Apparel, Events, and Hospitality Management
• Course: AESHM 275
• Professor: Arienne Mc Crakken

Document Summary

Buying process- the steps that consumers go through when buying a product or service. This usually begins when customer recognize an unsatisfied need. Then they consider alternatives for this item or service. Hedonic need: need for pleasure- emotional and recreational experiences. External sources: information provided by a host of sources. Conversion rate- the percentage of customers who enter a store or access a website and then buy a product from that same store or website. The set of alternatives the customer evaluates when making a. The set of alternatives the customer evaluates when making a choice of a retailer to patronize. Retailer"s ability to turn a positive purchase intention into a sale can also be increased by providing sufficient information that reinforces the customer"s positive evaluation. Increase the chance of making a sale by reducing the risk of a purchase mistake. Create a sense of urgency or scarcity to make a decision.