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Essay / Research Paper Abstract
This 18 page paper looks at the way in which a consumer’s purchase decision is made. The paper is written in two parts, the first section looks at the value and application of the information search and experiential paradigms, and how they may be of value to a marketing manager in determining and supporting marketing functions. The second part of the paper builds on this theory, and looks at the way in which a purchase decision may be made by a Sears customer, considering the influences on the process as well as the process itself. The bibliography cites 16 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEpurinfoex.doc
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Unformatted sample text from the term paper:
of a firm such as Sears, choices of which products to sell in their department stores, managing the way in which marketing and promotions take place, from in store displays
to the choices of marketing medium and the messages that are sent as well as reviewing the successes and failures of past strategies and determining the way the market
may move. The ultimate role of the marketing manager is to support the generation of sales through the different aspects of the marketing mix. This wide range of duties
may be aided by the use of different concepts, one of the key areas of consideration is the way in which consumers, or business, will make purchase decisions and the
different influences. There have been many models developed that seek to explain the consumer purchase decision, looking at what influences that decision, how and why. Initial models were
based on a purely logical approach to purchasing assuming that consumers would be acting in a rational manner (Kassarjian, 1982). The early models, often referred to as grand models are
based on a logical decision making process where the purchaser will move from one stage to the next (Cherian and Harris, 1990). A generally accepted process divided damage different
stages, including the recognition, information search, assessment or evaluation of alternatives, purchase decision and post purchase behavior (Kotler and Keller, 2008). Various models may have variations on this approach, but
the process itself can be seen as very generic, and the influence of the purchase decision will be the way in which different elements take place and the relevant influences.
Mathwick (et al, 2002) make use of cognitive continuum theory in order to identify the effect of different influences or factors may
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