MKTG 311 Chapter 5: CHAPTER 5 UNDERSTANDING CONSUMER BEHAVIOR
Document Summary
Consumer behavior - the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Purchase decision process - the five stages buyer pass-through in making choices about which products and services to buy: 1) problem recognition 2) information search 3) alternative evaluation 4) purchase decision 5) post purchase behavior. Problem recognition - initial step in the purchase decision, is perceiving a difference between a person"s ideal and actual situations big enough to trigger a decision. Evaluative criteria - represents both the objective attributes of a brand (such as display) and the subjective ones (such as prestige) you use to compare different products and brands. Consideration set - the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.