Consumer Behavior: Understanding Buyers and Markets
PART 2: UNDERSTANDING BUYERS & MARKETS
Chapter 5: Consumer Behavior
Consumer Behavior-
The actions a person take in purchasing and using products and services including the mental and social processes that come before and after these actions.
Consumer Purchase Decision-
Problem Recognition: Perceiving a Need- the initial step in the purchase decision, occurs when A person realizes that the difference between what he or she has and what he or she would like to have is big enough to actually do something about it.
Information Search : Seeking Value- after recognizing a problem a consumer begins to search for information about what or service might satisfy the newly discovered need. First you may scan your memory for previous experiences with products or hands.
Alternative Evaluation: Assessing Value- the information search stage classifies the problem for the consumer by (1) suggesting criteria or points to consider for the purchase (2) providing brand names that might meet the criteria and (3) developing consumer value perceptions.
Purchase Decision: Buying Value- having examined the alternatives in the evoked set you are almost ready to make a purchase decision. Two choices remain: (1) from whom to buy and (2)
Postpurchase Behavior: Value in Consumption or Use- after buying a product, the consumer compares it with his or her expectations and is either satisfied.
Involvement and Problem- Solving Variations- sometimes consumers don’t engage in the five-step purchase decision process. Instead, they skip or minimize one or more steps depending on the level of involvement.
Routine Problem Solving- for products such as table salt and milk, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives.
Limited Problem Solving- in limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate
Chapter 5: Consumer Behavior
Consumer Behavior-
The actions a person take in purchasing and using products and services including the mental and social processes that come before and after these actions.
Consumer Purchase Decision-
Problem Recognition: Perceiving a Need- the initial step in the purchase decision, occurs when A person realizes that the difference between what he or she has and what he or she would like to have is big enough to actually do something about it.
Information Search : Seeking Value- after recognizing a problem a consumer begins to search for information about what or service might satisfy the newly discovered need. First you may scan your memory for previous experiences with products or hands.
Alternative Evaluation: Assessing Value- the information search stage classifies the problem for the consumer by (1) suggesting criteria or points to consider for the purchase (2) providing brand names that might meet the criteria and (3) developing consumer value perceptions.
Purchase Decision: Buying Value- having examined the alternatives in the evoked set you are almost ready to make a purchase decision. Two choices remain: (1) from whom to buy and (2)
Postpurchase Behavior: Value in Consumption or Use- after buying a product, the consumer compares it with his or her expectations and is either satisfied.
Involvement and Problem- Solving Variations- sometimes consumers don’t engage in the five-step purchase decision process. Instead, they skip or minimize one or more steps depending on the level of involvement.
Routine Problem Solving- for products such as table salt and milk, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives.
Limited Problem Solving- in limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate