We\u2019ve made it to Unit 5: Consumer Decision Making, where you will learn more about the choices that you as consumers make every day. In this unit, we will learn more about customer behavior which describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services.<\/p>\n
We\u2019ve all gone through this process — identifying a need, searching for options, evaluating alternatives, and making a decision about what to purchase — and often, we reflect on our purchase and determine whether or not we are satisfied. Sometimes, if not, we\u2019ll return the item if possible. Other times, we cannot return the item (food, for example) and we have what\u2019s called buyer\u2019s remorse. Ever had that feeling?<\/p>\n
In this unit, you\u2019ll review Consumer Decision Making through the lens of the consumer, and through how a marketing department has to consider each stage of this process in order to adequately position goods and services to consumers.<\/p>\n
By the end of this unit, you should be able to:<\/strong><\/p>\n <\/p>\n In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong><\/p>\n 1. Read this Open Educational Resource (free to access):\u00a0Chapter 4: Understanding Buyer Behavior<\/strong><\/a>1 <\/sup>(Pages 89-116)\n
Please note: you do not need to complete the activities listed in this resource.<\/em><\/p>\n