Understanding the process that an individual consumer goes through when purchasing a product is essential for developing marketing strategy. Knowledge about the potential customer’s buying behavior will become the basis for many of the decisions in the specific marketing plan. Using the information from this chapter, you should be able to determine the following:
● See Table 7.1. What types of decision making are your customers likely to use when purchasing your product?
● Determine the evaluative criteria that your target market(s) would use when choosing between alternative brands.
● Using Table 7.2, what types of family decision making, if any, would your target market(s) use?
● Identify the reference groups or subcultures that may influence your target market’s product selection.
