8. Prepurchase
Search
16-8
A stage in the consumer
decision-making process in
which the consumer
perceives a need and
actively seeks out
information concerning
products that will help
satisfy that need.
10. Evaluating Alternatives
Determine criteria to be used for
evaluation of products
Assess the relative importance of the
each criteria
Evaluate each alternative based on the
identified criteria
16-10
17. Figure 16.5 A Simple Model of Consumption
Choice or Purchase Decision
Input
Consumption Set
Added to one’s assortment or portfolio
Consuming Style
How the individual fulfills his or her
consumption requirements
Process of
Consuming
and
Possessing
Output
16-17
Consuming and Possessing Things and Experiences
Using, Possessing, Collecting, Disposing
Feelings, Moods, Attitudes, Behavior
Altered consumer satisfaction, change in lifestyle and/or
quality of life, learning and knowledge, expressing and
entertaining oneself
Hinweis der Redaktion
Insights – Subaru should have responded to my husband’s email and let him know they were developing a seven passenger car. The Toyota dealership should have let us test drive the car on our own. The Volvo dealership should have been more careful with how they handled the trade-in issue.