-pre purchase: 

assessing need, searching for info, evaluating alternatives, selecting

-purchase:

buying

-Post-purchase: 

evaluating

the consumer tries to determine how much pleasure or pain will be derived from a product or service

-assessing needs vs wants. 

1. self-concept attachment: products estb user's identity. ex: backpacks as students
2. nostalgic attachment: link to ones past ex: barbie dolls
3. interdependence: part of daily routine 
4. love: product emits a strong emotion in buyer

SNIL 

1. involves sorting behavior 
2. info is either internally or externally accessed 

1. internal: go over in ones mind
2. external: actually looking at the product 

1. # of products is overwhelming: creates confusion for customers, deregulation has brought with it more choices as well as increased competition. ex: telephone services and airline tickets
2. complexity of goods: assesment becomes difficult b/c new technology is more complex and therefore assessment is more complex and the info is either more complex or not available
3. time costs are significant: it takes time to find info
4. consumer expectations: increased levels of education translate into consumers who demand more accurate info
5. false sense of security: consumers assume that they are protecte in the marketplace. They do NOT practice "caveat empto"--let the buyer beware!
6. useless information: some info is useless or inaccurate. 

• objective: non-biased source of information. ex: consumer reports 
• valid and credible: info comes from reliable sources and is correct. 
• understandable: info should be understandable, to a 6th graders level of education. NO double-speak or too technical 
• complete: incomplete info might mislead the consumer. means sometimes have to include the good and the bad info on a product (ex: side effects) 
• up to date: info should be relevant to NOW. 

Benefits: 

• find the item of fits budget
• satisfaction of shopping--retail thereapy
• knowledge of what is out there and available

Costs:

• Time costs
• gas/public transportation
• emotional costs 

• on expensive items such as a house/car
• something you will own for a long time
• when there is a large price
• dispersion in the market--when there is a large selection or variation in quality. 

Consumers will search as long as the cost of the search is less than the expected savings from the search

Cost of the search < Expected Savings

1. using seals of approval
2. buying top of the line merchandise
3. buying high priced goods
4. buying brand names
5. buying the large size bc think it has a lower unit price

consumer can gather relevant and pertinent information BEFORE purchase

• Search goods is a product or service with features and characteristics easily evaluated before purchase. 
• most goods fall into this category.
• ex: appliances, automobiles, clothing, furniture 

Consumer obtains the relevant information AFTER purchase

• experience goods is a product or service where product characteristics such as quality or price are difficult to observe in advance, but these characteristics can be ascertained upon consumption. 
• ex: food and entertainment . with food you have to taste it and with movies you have to watch it first. 

consumer NEVER obtains relevant information

• credence good is a term used in economics for a good whose satisfaction is difficult or impossible for the consumer to ascertain. 
• dont ever really know for sure if the product worked. 
• ex: prescription drugs, legal services, mechanic services. 

Search:  stores will cluster to lower consumers information search costs

Experience: provide cents off coupons, taste tests, and previews are intended to lower search costs

Credence: govt helps consumers by policing credence goods more than others. ex: drug regulation

-encountered when one is doing something else

ex: banner ads, billboards, ads on bathroom doors

Actively Acquired Information:

• info sought for its own sake
• ex: test driving a car, internet search, reading literature, asking friends

1. attitudes of others such as what friends think
2. unexpected situational factors

• How a consumer feels after purchase is very important since "Post Purchase Feelings" can stimulate brand loyalty, repurchases, and "word of mouth" advertising. 

• Performance< expectations: disappointed
• Performance=expeectations: satisfied
• Performance>expectations: delight