abhishreshthaa
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What is Customer
Information search stage:
Evaluation of Alternatives:
Decision Making by Customer:
Extensive: problem solving occurs when buyers purchase more expensive, less frequently purchased products in an unfamiliar product category requiring
information search & evaluation; may experience cognitive dissonance.
Limited: problem solving occurs when buyers are confronted with an unfamiliar brand in a familiar product category
Routine: response behavior occurs when buyers purchase low cost, low risk, brand loyal, frequently purchased, low personal identification or relevance, items with which they are familiar.
- Customer is any person who is the ultimate user of the product.
- Customer is consider as a profit center in modern organization.
- Modern organization chart is more customer oriented than traditional one.
Information search stage:
- An internal search involves the scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products.
- An internal search involves the scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products.
Evaluation of Alternatives:
- High involvement product – more evaluation of brands – high expenditure or personal risk.
- Low involvement – less evaluation criteria – less expenditure or personal risk.
- Low involvement products – features awareness ,trial,repeat purchase
Decision Making by Customer:
Extensive: problem solving occurs when buyers purchase more expensive, less frequently purchased products in an unfamiliar product category requiring
information search & evaluation; may experience cognitive dissonance.
Limited: problem solving occurs when buyers are confronted with an unfamiliar brand in a familiar product category
Routine: response behavior occurs when buyers purchase low cost, low risk, brand loyal, frequently purchased, low personal identification or relevance, items with which they are familiar.