Session4_Consumer behavior_students

Session4_Consumer behavior_students - Session 4 Consumer...

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1 Session 4 Ch 6. Consumer Markets and Consumer Buyer Behaviour Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University Comm 224 Marketing Management / Mark 201 Introduction to Marketing
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2 The stages of consumer purchase decision making process Types of buying decision behavior – depending on (1) differences among brands and (2) involvement levels Factors influencing purchase decisions Different roles in consumer purchase decision making process The product diffusion process Agenda
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3 Consumer purchase behavior refers to the purchase behavior of final consumers (individuals & households) who buy goods and services for personal consumption. How consumers make purchase decisions How consumers consume goods/services How consumers dispose of goods/services Reduces uncertainty when creating the marketing mix Understanding Consumer Behavior
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4 Consumer Decision-Making Process Consumer Decision-Making Process Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps
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5 Consumer Decision Making Process Consumer Decision Making Process Need Recognition Marketing helps consumers recognize an imbalance between present status and preferred state Internal & External Stimuli: Information Search Internal information search: Recall information in memory External information search: Seek information in outside environment Non-marketing controlled source: Public (Consumer-ratings), Experience (consumption), Personal (Family, word of mouth) Marketing controlled source: Commercial (Ad, Display) Need More Need More Information Information Risk Risk knowledge knowledge product experience product experience level of interest level of interest Risk Risk knowledge knowledge product experience product experience level of interest level of interest Need Less Need Less Information Information
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6 Consumer Decision Making Process Consumer Decision Making Process Evaluation of Alternatives Product Attributes: Evaluation of Quality, Price, & Features Degree of Importance: Which attributes matter most to me? Brand Beliefs: What do I believe about each available brand? Total Product Satisfaction: Based on what I’m looking for, how satisfied would I be with each product? Purchase: To buy or Not to buy Post-purchase Behavior Cognitive dissonance: Did I make a good decision? Did I buy the right product? Did I make a good decision? Did I buy the right product? Did I get a good value?
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Session4_Consumer behavior_students - Session 4 Consumer...

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