ANJIE LOU ASENTISTA BAJE
CONSUMER BEHAVIOR T-TH (2:30-4:00)
Stages in the Consumption Process
PRODUCT: GOWN
CONSUMER’S PERSPECTIVE
Consumer usually look for
PREPURCHASE
quality and the best price, we
ISSUES often decide to buy a product
based on recommendations. We
often compare several products
before deciding which one to
buy.
You decide what to purchase. You
are probably also making other
PURCHASE decisions at this stage, including
where and how to purchase the
ISSUES gown and on what terms. The gown
you purchase was cheaper at one store
than another.
You want to feel good about your
purchase, but you don’ t. You begin to
wonder whether you should have
POSTPURCHASE waited to get a better price, purchased
something else, or gathered more
ISSUES information first. If you don’ t feel good
about what you’ve purchased from them,
you might return the item and never
purchase anything from them again. Or,
worse yet, you might tell everyone you
know how bad the product was.
BSBA MM III
MARKETER’S PERSPECTIVE
The customers attitudes are widely
regarded as one of the most important
drivers of purchase behavior, so it’s no
surprise that savvy marketers strive to
understand and influence their target
customers’ attitudes. Marketers seek to
understand attitudes so that they can
persuade consumers to form positive
attitudes towards our products and
services.
How much time consumers feel like they
must shop also affects what they buy the
time of day, the time of year. One of
situational factors that can affects the
consumer’s purchase decisions was
consumer’s moods, people’s moods
temporarily affect their spending
patterns. Some people enjoy shopping.
It’ s entertaining for them. At the
extreme are compulsive spenders who
get a temporary “high” from spending.
The goal is to get the products on the
shelves when and where consumers
Customers compare products with
their expectations. Customers, either
satisfied or dissatisfied, can take
action to distribute their experience in
the form of customer reviews. A
marketer must ensure that the
consumer will be satisfied with the
product so that his experience will
lead to repeat customers.