Holiday Decision Making

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Name: Lương Thành Long
Class: FB3A


I- Holiday decision-making is different from the traditional problem-solving model of consumer decision-making:

1) The traditional problem-solving model of consumer decision-making:

* Behind the visible act of making a purchase lies a decision process that must be investigated. * The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.

* Five Stages of Consumer Behavior:

A. Problem Recognition: Perceiving a Need:

* Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. * Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts.

B. Information Search: Seeking Value

Two steps of information search|
Internal search| External search|
* Scanning one’s memory to recall previous experiences with products or brands. * Often sufficient for frequently purchased products. * When past experience or knowledge is insufficient * The risk of making a wrong purchase decision is high * The cost of gathering information is low.| * Personal sources, such as friends and family. * Public sources, including various product-rating organizations such as Consumer Reports. * Marketer-dominated sources, such as advertising, company websites, and salespeople|

C. Alternative Evaluation: Assessing Value

* The information search clarifies the problem for the consumer by:

(1) Suggesting criteria to use for the purchase. (2) Yielding brand names that might meet the criteria. (3) Developing consumer value perception.

* A consumer's evaluative criteria represent both

* The objective attributes of a brand (such as locate speed on a portable CD player) * The subjective factors (such as...
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