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MKTG.06
Consumer Decision Marketing
| Question | Answer |
|---|---|
| consumer behavior | processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use |
| consumer decision-making process | a five-step process used by consumer when buying goods or services</br> 1)need recognition</br> 2)information search</br> 3)evaluation of alternatives</br> 4)purchase</br> 5)postpurchase behavior |
| need recognition | result of an imbalance between actual and desired states |
| want | recognition of an unfulfilled need and a product that will satisfy it |
| stimulus | any unit of input affecting one or more of the five senses: sight, smell, taste, touch hearing</br> 1. internal stimuli-occurrences you experience (hunger, thirst) 2. external stimuli- outside sources (s/o s recommendation) |
| internal information search | the process of recalling past information stored in the memory</br> -stored information from previous experience |
| external information search | the process of seeking information in the outside environment</br> -two basic types: non-marketing controlled and marketing controlled |
| nonmarketing-controlled information source | a product information source that is not associated with advertising or promotion</br> -personal experiences, personal sources, public sources |
Created by:
xbaby_bananax
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