Holiday Decision Making Essay

1006 Words Dec 16th, 2011 5 Pages
Name: Lương Thành Long
Class: FB3A

CONSUMER BEHAVIOR AND HOLIDAY

I- Holiday decision-making is different from the traditional problem-solving model of consumer decision-making:

1) The traditional problem-solving model of consumer decision-making:

* Behind the visible act of making a purchase lies a decision process that must be investigated. * The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.

* Five Stages of Consumer Behavior:

A. Problem Recognition: Perceiving a Need:

* Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. * Can be as simple as noticing
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D. Purchase Decision: Buying Value

Three possibilities | From whom to buy | When to buy | Do not buy | which depends on such considerations * Terms of sale * Past experience buying from the seller * Return policy. | which can be influenced by * Store atmosphere * Time pressure * a sale * Pleasantness of the shopping experience. | |

E. Postpurchase Behavior: Value in Consumption or Use

* After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. * Satisfaction or dissatisfaction affects * Consumer value perceptions * Consumer communications * Repeat-purchase behavior. * Many firms work to produce positive postpurchase communications among consumers and contribute to relationship building between sellers and buyers. * Cognitive Dissonance: The feelings of postpurchase psychological tension or anxiety a consumer often experiences * Firms often use ads or follow-up calls from salespeople in this postpurchase stage to try to convince buyers that they made the right decision.

In short, in the traditional problem-solving model of consumer decision-making, people tend to consider and investigate all the needs and desires of a product carefully through a range of steps. There are both internal and external factors affect on the

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