Consumer decision making can be conceptualised as a series of stages progressing from the recognition of a need to search for information about alternatives, the formation of a consideration set, a formal evaluation of the choices, and finally, making the purchase. But how much of this process might be affected by a consumer’s style of goal pursuit? According to Hannah Chang, an assistant professor of marketing at SMU, businesses will do well to pay attention to their target customers' decision environments.
Business | Marketing
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Get organised: The importance of focus in shopping. (2012). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/301