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Buyer decision process (2. Information search (The customer search…
Buyer decision process
2. Information search
The customer search information related to need.
Personal source
commercial source
public source
expérimental source
1.
Need Recognition
the buyer recognize a
problem
or a
need
3. Evaluating of alternative
How consumer process information to choose among
alternatives brand
depend on
Specific buying situation
individual consumer
4. Postpurchase behavior
Customer is
statisfied or not
Why ?
expectation
perceveid performance
Cognitive dissonance