Lecture 8_Ch 5 - Chapter 5: Consumer Behavior Professor...

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Chapter 5: Consumer Behavior Professor Jade DeKinder
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What You Should Know… { Chapters 1-4 !! Ch 1 What does marketing do? Ch 2 Where does marketing fit in the corporation? Ch 3 The marketing environment Ch 4 Ethics and social responsibility
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What You Will Know… { Describe the stages in the consumer decision process { Identify major psychological influences on consumer behavior { Identify major sociocultural influences on consumer behavior
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Consumer Behavior The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
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Purchase Decision Process 1) Problem Recognition 2) Information Search 3) Alternative Evaluation 4) Purchase Decision 5) Postpurchase Behavior
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Slide 5-8 ± Internal Search ± External Search Personal Sources Public Sources Market-Dominated Sources in memory for previous experiences Information Search
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Alternative Evaluation { Evaluative Criteria Attributes of the brands (or product) that the
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Lecture 8_Ch 5 - Chapter 5: Consumer Behavior Professor...

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