5-1

Chapter Objectives

LO1 Describe the steps a customer goes through when buying a product or service

LO2 Discuss what determines how much time consumers will search for information before buying a product or service

LO3 Discuss how psychological, social, and situational factors influence consumer buying behaviour

LO4 Understand how involvement influences the consumer buying decision process

LEARNING OBJECTIVES

5-2

Meet Eva

Alternative Solutions:

1. Join local movie rental (e.g. Blockbuster store)

2. Subscribe to premium cable

3. Subscribe to online movie rental (e.g. Zip.ca)

Problem: Getting access to the latest video releases and movies.

LO1

5-3

Eva’s Questions

Which alternative is more likely to attract friends over to watch movies?

Which alternative gives me the best

overall value?

LO1

5-4

The Consumer Decision Process

Information Search

Alternative Evaluation

PurchasePost-

purchase Evaluation

Need Recognition

LO1

5-5

Need Recognition

Information Search

Alternative Evaluation

PurchasePost-

purchase Evaluation

Need Recognition

Functional needsPsychological needs

LO1

5-6

Entrepreneurial Marketing 5.1:BIXI

LO1