MKTG 409 Chapter Notes - Chapter 7: Object Model, Selective Exposure Theory, Three Steps
7 Mar 2018
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Document Summary
Buying behavior: decision processes and actions of people involved in buying and using products. Consumer buying behavior: refers to the buying behavior of ultimate consumers. Buyer becomes aware of a difference between desired state and an actual condition. Internal search: buyers search their memories for information about products that might solve problem. External search: communication with friends or relatives, comparisons of available brands and prices, marketer-dominated sources, and/or public sources. Most likely will trust product knowledge of family and friends. Consideration set: a group of brands the buyer views as possible alternatives. Evaluative criteria: objective characteristics and subjective characteristics that are important to him or her. Marketers can frame the alternatives and thus influence the decision. Affected by situational, psychological, and social influences. Actual act of purchasing is usually not the first stage of the process. Not all decision processes lead to a purchase. Not all customer decisions include all 5 stages.
