ch 6 notes - Marketing 201 Chapter 6 Lecture Notes Explain...

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Marketing 201 Chapter 6 Lecture Notes Explain why marketing managers should understand consumer behavior An understanding of consumer behavior reduces marketing managers’ uncertainty when they are defining a target market and designing a marketing mix. Analyze the components of the consumer decision-making process The consumer decision-making process begins with need recognition, when stimuli trigger awareness of an unfulfilled want. If additional information is required to make a purchase decision, the consumer may engage in an internal or external information search. The consumer then evaluates the additional information and establishes purchase guidelines. Finally, a purchase decision is made. Explain the consumer’s postpurchase evaluation process Consumer postpurchase evaluation is influenced by prepurchase expectations, the prepurchase information search, and the consumer’s general level of self-confidence. When a purchase creates cognitive dissonance, consumers tend to react by seeking positive reinforcement for the purchase decision, avoiding negative information about the purchase decision, or revoking the purchase decision by returning the product.
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