pt.1 Flashcards
What is all marketing decisions baed on?
On assumptions and knowledge of consumer behaviour
According to Kotler, what is consumer behaviour mostly referring to?
It’s referring to the buying behaviour of final consumers, individuals and households who buys goods and services for personal consumption. Buying behaviour is identified with the decision-making processes and subsequent acts of people involved in buying and using products. People are rational problem solvers who activilly use information from the environment to find solutions and adopt the rights behaviours to achieve their goals.
Define the decision-making process.
The buying process represented by Kotler is a process of 5 steps. Thes3e sure the steps a consumer takes in making a purchasing decision.
- problem/need recognition
- information search
- evaluation of alternatives
- purchase decision
- post-purchase decision
Explain each step in the decision making process. .
- the need/problem recognition is the moment when the buyer perceives a problem or need. this van be triggered by external or internal stimulus.
- the information search is about finding solutions to your need in different sources, either personal, commercial, mass media or experimental sources.
- the evaluation of alternatives is about comparing different alternatives. this could be triggered by opinions and attitudes. Opinions is a belief , a descriptive though that a person has about something. An attitude is the expression of a person’s consistent and lasting assessments towards something.
- the purchase decision is the moment after the developed purchase intention. The intention could be triggered by the attitudes of others and situational factors-either into a purchase or not.
- the post-purchase decision is when the buyer perceives an overall experience of the purchase, in terms of satisfaction, action, use and disposal.
What is cognitive dissonance?
discomfort of the buyer due to a conflict after the purchase.
