Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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In class, we discuss the first time someone purchases a product and we discussed a way to look at repeat purchases.
(a) The first time someone purchases, they must become aware that a product/brand exists and come to understand why they might want to buy the product. Once they are interested in the product, for many products they will do research before they decide whether they will purchase.
Name three ways they might do this research (places from which they would get information)?
Name three issues which they will investigate in this reserach.
(b) When someone purchases in a product category (e.g. soap) again, what steps should a company take to increase the likelihood that their product will be purchased next time?
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