A consumer's recognition of need is a function of various input activities, (1) consumer's past experience, (2) consumer characteristics, (3) consumer motives, (4) environmental influences, (5) marketing stimuli.
- NEED RECOGNITION: Consumer's recognize a need when there is a disparity between their current state and some desired future state. this disparity creates tension and arouses a motivation to act.
- CONSUMER INFORMATION PROCESSING: Once a need is recognized, consumers are more likely to search for information relevant to that need.
- BRAND EVALUATION: As a result of information processing, consumers use past and current information to associate brands they are aware of with their desired benefits.
- PURCHASE DECISION: after evaluating the particular brand the customer select the the product to purchase.
- POST PURCHASE EVALUATION: after purchasing the product consumer will evaluate performance level of particular product.
0 Comments