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Understand
Buying
roles
Buying
behavior
Buying
decision
process
Initiator
Influencer
Decider
Buyer
User
Understand
Buying
Buying
Buying
roles
behavior
decision
process
Understand
Buying
roles
Buying
behavior
Buying
decision
process
Five
stages in the
consumer buying
process
The
amount of time
spent in each stage
varies according to
several factors
Need Recognition
Need/Problem Recognition
Information Search
Sources
(1 of 2)
of information:
Commercial sources
Personal Sources(family,friends)
Evoked set:
Evaluation of Alternatives
Customers
attributes
Brand
attributes
Product features
Aesthetic attributes
Price
Customers
attributes
Important considerations in the evaluation stage:
Marketing
Purchase Decision
Attitude of others
Unexpected situationalfactors(e.g)expected income,expected
price.
Postpurchase Evaluation
Four
(1)
Delight
(2) Satisfaction
(3) Dissatisfaction
(4) Cognitive Dissonance
Firms
Won the best award for THE FINEST CAR EVER BUILT
Lexus set the record for the fewest quality problem ever
reported
celebrity endorsement
communicating benefit
iconography