Consumer Decision Process

소개글

소비자 구매 결정 프로세스

마케팅 소비자 구매 이론중 구매 욕구 인식 부분에 중점을 둔 자료임

목차

1 Customer Decision Process =
Needs Recognition ->. Information Search -> Evaluation of Alternatives -> Choice -> Purchase -> Post-ChoiceEvaluation

2. Needs Recognition
3. Triggers of Needs Recognition
4. Conclusion
5. 4 components of Needs Recognition

본문내용

Why is “Needs Recognition” important?

- Here is room for marketing
s can increase Motivation for purchasing product
How Marketing Affects Perceived Needs?
Definition of needs is discrepancy between actual and desired state
Marketing can move perceived desired state up or perceived actual state down.
ex : ‘ A Diamond is Forever’ : the Slogans of Debeer

Triggers of Needs Recognition

Inventory runs out
Family life cycle
: Needs is changed according to family life cycle, such as getting old, having a baby, marriage, etc.
Changing reference groups
: If the group that I compare to other is changing.

참고 자료

based on the lecture of Professor Joseph C. Nunes in USC