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Consumer Behavior,
Decision-Making Processes
Extended Decision-Making
Homes, cars, insurance, appliances, furniture, medical care, educational programs.
Long Interpurchase time Frequent product changes Frequent price changes Volume purchasing High price Many alternatives Much variation
16a - 5
High education High income Up-scale job Under 35 years Low dogmatism Low-risk perceiver High product involvement
16a - 6
Factors
Discretionary purchase Mixed product attributes Family disagreement Deviation from referents Ecological danger Conflicting information
16a - 7
Social Acceptability
Product is gift Socially visible goods
Unknown Brands
Inert Set
Acceptable Brands
Unacceptable Brands
Indifferent Brands
Overlooked Brands
Purchased Brands
16a - 8
Relationship Marketing
Firm Provides
Products/services Individual attention Continuous info Price offers Customer services Extras and perks
Customers Provide
Repeat purchases Increased loyalty Goodwill Word-of-mouth Lower cost for firm
16a - 9
Relationship Marketing
Firm Provides Products/services Individual attention Continuous info Price offers Customer services Extras and perks
Customers Provide
Repeat purchases
Trust and promises
16a - 10