Switch

Switch

1. Problem Recognition

   • Consumer Needs
     • Willingness to further purchase games
   • Objective Knowledge
     • Previous Knowledge
     • Background knowledge of company
   • Motivational Theory
     • Murry's primary/secondary needs

2. Information Search

   • Reference Groups
     • co-workers, friends using the product
     • Gaming Culture

3. Purchase Behaviour

   • Influence of Trends
     • Is the product currently trendy
   • Memory
     • Long term
       • Exp using previous company