Customers & Markets

Question 1

Need recognition

Answer 1

Buyers recognise a problem. The need is triggered - rises to become a drive. A need is triggered by external stimuli: ie. ad

Question 2

Information search

Answer 2

Consumers buy products that are near them, satisfying, and have a strong drive for. If the drive is low, the need is put aside. Sources: personal, commercial, public and experiential.

Question 3

Evaluation of alternatives

Answer 3

Evaluation procedure: calculations, logical thinking is done. OR instead they buy impulsively.

Question 4

Purchase decision

Answer 4

Consumers buy the most preferred brand. 2 factors can impact that: (1) others attitudes and (2) unexpected situation factors. Preference/Purchase intentions don’t always = purchase choice.

Question 5

Post-purchase behaviour

Answer 5

Consumer is: Satisfied or Dissatisfied. That’s determined by relationship between (1) product expectations, and (2) products performance.