南开大学市场营销英语（第二版）课件-week9.pptVIP

Week 11 Buyer Behavior Echo ZHANG The consumer buyer decision process The buyer decision process Need or problem information search evaluation of alternatives Purchase decision post-purchase evaluation Need or problem Actual state Desired state perceived discrepancy problem recognition Information search It involves identifying the various ways the need or problem can be satisfied. It may be internal or external. Internal: access memory and use previous experience Information search External: Personal sour