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Information search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Behavior
Need/Problem Recognition:
Advertisements
Friends
Information Search:
Sources of information:
Personal – Family friends etc.
Awareness Set
Consideration Set
Choice Set
Evaluation of Alternatives:
Brand Decision
Vendor Decision
Quantity Decision
Timing Decision
Payment Method Decision
Post Purchase Behavior:
Satisfaction is a function of the closeness
between buyer’s expectation and the product’s
perceived performance
Performance = Expectation, then Customer
is Satisfied.
Performance > Expectation, then Customer
is Delighted.
Performance < Expectation, then Customer
is Dissatisfied.
Cognitive dissonance is common