- When the buyer recognizes a problem or need.
- An aroused consumer will be inclined to search for more information.
- Heightened Attention - person is simply more receptive to information about the product.
- Active Information Search - person will seek out reading material, phone friends, and visit stores to learn more about the product. .
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Evaluation of Alternatives:.
- 3 basic concepts that help us understand consumer evaluation process.
- Consumer is trying to satisfy a need.
- Consumer is looking for certain benefits from the product solution.
- Consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need.
- People will pay the most attention to the attributes that deliver the sought benefits.
- Consumers develop a set of brand beliefs about where each brand stands on each attribute.
- The set of beliefs about a brand make up the brand image.
- The consumer's brand image will vary with their experiences as filtered by the effects of selective perception, selective distortion, and selective retention.
- Consumer's Brand Beliefs - selection of attributes and weights (see excel file).
Purchase Decision:.
- After the consumer forms an intention to buy; two factors can intervene between the purchase intention and the purchase decision.
- Attitudes of Others - the extent to which another person's attitude changes one's purchase intention.
- Unanticipated Situational Factors - changes that alter one's purchase intention.
- In executing a purchase intention, the consumer may make up to five purchase sub-decisions:.
- Brand decision.
- Vendor decision.
- Quantity decision.
- Timing decision.
- Payment-method decision.
- Purchases of everyday products involve fewer decisions and less deliberation.
Post Purchase Behavior:.
- After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction.