MKTG 311 Chapter 5: CHAPTER 5 UNDERSTANDING CONSUMER BEHAVIOR

72 views2 pages

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.

Get access

Grade+20% off
$8 USD/m$10 USD/m
Billed $96 USD annually
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
40 Verified Answers
Class+
$8 USD/m
Billed $96 USD annually
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
30 Verified Answers

Related Documents