Consumer Behavior Lesson 2: The Buying Process


Understanding the actual buying process of customers informs marketing decisions significantly. The proliferation of guarantees for high-expense products is an excellent example of how knowledge about the buying process has crept into marketing strategies. While marketing textbooks talk about the classical buying process (beginning with a need, then proceeding to information search and evaluation of alternatives, finally leading to the purchase and post-purchase behavior), this lesson also explores the impact of marketing on the buying process and its ability to truncate the more classical process.

NBEA Standard(s):
  • Marketing, I. Foundations of Marketing
  • Marketing, II. Consumers and Their Behavior

Lesson Plan Details:

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