Chapter 7

Know Buying/consumer buying behavior

Know how to understand consumer behavior
Consumer buying decision process- 5 steps
o Problem recognition
o Information search
o Evaluation of alternatives
o Purchase
o Postpurchase evaluation
Know chart on slide 6
Internal v external search
o Internet is best external from a marketers perspective
because you can manage it the best
Cognitive dissonance is the pit you feel in your stomach when
you start to doubt your purchase
Situational influences are easier for marketers to impact than
psychological influences