Chapter 5 In Class Notes

Chapter 5 In Class Notes - Chapter 5 Consumer Behavior...

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Chapter 5 Chapter 5 Consumer Behavior Consumer Decision-Making  Process Factors Influencing Purchases Predicting Your Behavior with the  Theory of Reasoned Action
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Consumer Behavior Definition Consumer Behavior Definition Describes how consumers  make  purchase  decisions and  how they  use  and   dispose  of  the purchased goods and  services.  It includes factors  that influence purchase  decisions.
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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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Marketing Perspective Marketing Perspective “People don’t buy  products…they buy  solutions   to  problems.” Ted Levitt Need to find out WHAT  problems people have  today…and then   solve   them. Drive product/solution development Drive product/solution development
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1. Need Recognition 1. Need Recognition Marketing helps consumers recognize an  imbalance between present status and  preferred state Present state =  Acutal state Preferred state =  Ideal state Can we as marketers create a different ideal   ideal state?
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2. Information Search 2. Information Search Internal Information Search    Recall information in memory Total, Awareness, Consideration  (Evoked) Sets External Information search Seek information in outside  environment
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2. Information Search 2. Information Search Need More Need More Information Information More Risk More Risk Less knowledge Less knowledge Less product experience Less product experience High level of interest High level of interest Less Risk Less Risk More knowledge More knowledge More product experience More product experience Low level of interest Low level of interest Need Less Need Less Information Information
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3. Evaluation of Alternatives 3. Evaluation of Alternatives Consumers use criteria to evaluate  alternatives Criteria are based on information search  and might not be equally weighted Two methods of evaluation: Non-compensatory: identify the most  important criteria and choose the product  with the high-test rank  Compensatory: compare products across  several weighted criteria    
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Example Comfort (5) Style (10) Mileage (7) Nissan 5 2 4 Saab 8 4 3 Toyota 6 3 8 Which would the consumer choose if they were using a non-compensatory method?  A compensatory method? 25+20+28=73
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This note was uploaded on 06/24/2008 for the course MKT 300 taught by Professor Eaton during the Spring '08 term at ASU.

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Chapter 5 In Class Notes - Chapter 5 Consumer Behavior...

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