Set of salient or important attribute about a particular product for example: Brightness leve, picture quality, reputation of the brand

products that are important to buyer and competing brand or stores are perceived to differ

Consumer look for different brand and store

trades of one characteristic against another

Customer gives rate to each product and with higher overall quality rate the customer pick that product

help costumer narrow down choices

Price:You will get what you pay

Brand:buying good brands help customer to feel safe  of their choices

Product presentation: One home which is clean or one home which mess. Consumer want to see effort has been put in to the selling process

Customer seek out and purchase the product and services That they believe provide them with the best value

they usually consume it or "put it in the test"

pattern of behavior that tied to life of event that effect on how we consume

Symbolic meaning and important by culture

Brushing your teeth with Crest or going to Starbucks or reserved for special holiday

The final step of the consumer decision process

Satisfy customer would purchase again and have positive attitude

3 pos purchase outcomes:

1.customer satisfaction

2.dissonance

3.loyalty

1.Build realistic expectation, not to high and not too low

setting unrealistic consumer high expectation through advertising selling or other type of promotion may lead to higher initial sale

2.Demostrate correct product use__improper usage can casue dissatisfaction

3.Stand behind the product or service by providing money back gurantees and warraitnes

For example Marriott hotel can satisfy its customer by providing services for both large and small business