33:630:301 Chapter Notes - Chapter 5: Stockout, Fraternities And Sororities
Document Summary
Consumer behavior acions a person takes in purchasing & using products/services including the mental/social process that come before/ater these acions. Purchase decision process stages a buyer passes through in making choices about which products/services to buy. 5 stages to purchase decision process: problem recogniion, perceive a need. Informaion search: search for informaion internal/external, alternaive evaluaion, assessing value, purchase decision, buying value from who & when, post-purchase behavior, value in consumpion/use. Informaion search stage: suggesing criteria to use for purchase, yield brand names that might meet criteria, develop consumer value percepions. Internal search scan your memory for previous experiences with products/brands. 3 sources of external search: personal relaives/friends, public consumer reports/government agencies, marketer-dominated adverising/company websites/salespeople. Evaluaive criteria both the objecive (display) & subjecive (presige) atributes of a brand you use to compare diferent products/brands. Consideraion set group of brands that you would consider from among all the brands of which you are aware in the product class.
