BCOR 2400 Chapter 5 Student Handouts

BCOR 2400 Chapter 5 Student Handouts - Consumer Behavior...

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Consumer Behavior The study of the processes consumers use to make purchase decisions, as well as decisions regarding the use and disposal of purchased products. Consumer Behavior is closely linked to psychology and sociology. However, consumer behaviorists also draw on concepts from many other fields when examining consumer actions.
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Several Types of Consumer Decisions… Routine Problem Solving Limited Problem Solving Extended Problem Solving Consumer Involvement: The personal, economic, and social significance attached to a purchase or other consumer action.
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Figure 5-3, p. 124 Consumer Decisions / Problem Solving
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Figure 5-1, p. 120: The Consumer Purchase Decision Process
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Problem Recognition Desired (Ideal) State Actual State How can a marketer help trigger a consumer’s problem recognition? Farmer’s Insurance VW1 VW2
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Information Search (Seeking Value) Internal vs. External Searches Three Sources for Search: 1. Personal Sources 2. Public Sources 3. Marketer-Dominated Sources Consumer Reports , Amazon.com , Gov’t Sources Ads, Web Content , Salespeople Family, Friends
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This note was uploaded on 05/03/2008 for the course BCOR 2400 taught by Professor Rexmoody during the Spring '08 term at Colorado.

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BCOR 2400 Chapter 5 Student Handouts - Consumer Behavior...

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