As consumers, we make decisions about what we buy every day. We may buy lunch every...

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As consumers, we make decisions about what we buy every day. We may buy lunch every day or a cup of latte before work, which are relatively low involvement purchases. On occasion, we may buy a house or a new car, which for most of us are high involvement purchases. Think of a recent purchase you have made (please refrain from using names as we want to respect corporate integrity). Identify in detail the steps of the purchase decision process. Was this a high or low involvement purchase? Note: The more decision-making steps used, the higher the involvement purchase. What, if anything, could the company have done that could have made your decision easier? Review MindTap Module 3 to learn how and why consumers make decisions about what they are going to buy. Review the following Sample Discussion to obtain a better sense of the material to include in your posting. Sample Posting for Discussion #1 Problem Recognition - I have just arrived in Kelowna after a long drive (8 hours) from Calgary. I am on my own with two tired and cranky kids in the back seat of my van. We are really hot and thirsty. Information Search -I would like an iced coffee and the kids would like something cold to drink. I am driving and looking .. I see a local Canadian chain but I am not fond of their iced coffees. I would prefer a US chain, if possible, because I like their iced coffee and I know they have non-caffeinated cold slushy drinks for kids. Evaluation of Alternatives - I spy the US chain and pull over. For myself, I am contemplating the iced coffee mixture "lite" or the iced coffee with coconut. Either will do but I think I will take the lite as it should be less fattening and less filling. Purchase Decision - I buy the lite iced coffee. Post-purchase Behaviour – I took one sip of the lite iced coffee and promptly returned it. Apparently, "lite" in this case means that they use artificial sweetener in the coffee. I expected "low-fat" which was not what I received. This was a very low involvement purchase. The chain could have indicated on their signage that the beverage contained artificial sweetener. As consumers, we make decisions about what we buy every day. We may buy lunch every day or a cup of latte before work, which are relatively low involvement purchases. On occasion, we may buy a house or a new car, which for most of us are high involvement purchases. Think of a recent purchase you have made (please refrain from using names as we want to respect corporate integrity). Identify in detail the steps of the purchase decision process. Was this a high or low involvement purchase? Note: The more decision-making steps used, the higher the involvement purchase. What, if anything, could the company have done that could have made your decision easier? Review MindTap Module 3 to learn how and why consumers make decisions about what they are going to buy. Review the following Sample Discussion to obtain a better sense of the material to include in your posting. Sample Posting for Discussion #1 Problem Recognition - I have just arrived in Kelowna after a long drive (8 hours) from Calgary. I am on my own with two tired and cranky kids in the back seat of my van. We are really hot and thirsty. Information Search -I would like an iced coffee and the kids would like something cold to drink. I am driving and looking .. I see a local Canadian chain but I am not fond of their iced coffees. I would prefer a US chain, if possible, because I like their iced coffee and I know they have non-caffeinated cold slushy drinks for kids. Evaluation of Alternatives - I spy the US chain and pull over. For myself, I am contemplating the iced coffee mixture "lite" or the iced coffee with coconut. Either will do but I think I will take the lite as it should be less fattening and less filling. Purchase Decision - I buy the lite iced coffee. Post-purchase Behaviour – I took one sip of the lite iced coffee and promptly returned it. Apparently, "lite" in this case means that they use artificial sweetener in the coffee. I expected "low-fat" which was not what I received. This was a very low involvement purchase. The chain could have indicated on their signage that the beverage contained artificial sweetener.

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Identify in detail the steps of purchase decisionmaking Was this a high or low involvement purchase Recently I bought an energy drink Steps of buying the energy drink 1 Problem or Need Recognition Rec... View the full answer