Consumer Behavior

Consumer Behavior - Consumer Behavior Why do people buy...

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Consumer Behavior Why do people buy different things?
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Consumer Decision Process Problem or opportunity recognition Information search Evaluation of alternatives Purchase decision and act Post-purchase evaluation Why should you care ?
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Consumer Behavior Psychological Influences Consumer Purchase Decision Process 1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase evaluation Response
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Consumer Behavior Psychological Influences Consumer Purchase Decision Process 1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase evaluation Response Marketing Mix Influences Psychological Influences Socio-cultural Influences Situational Influences
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Psychological Influences Motivation Perception Learning Attitudes Life-style Self-Concept
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Motivation “Motivation is an inner state of arousal that denotes energy to achieve a goal.” - C. Whan Park & Banwari Mittal “The motivated consumer is energized, ready and willing to engage in a goal-relevant activity.” - Deborah MacInnis
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Motivation Physiological Needs Safety Needs Social Needs Esteem Needs Self-Actualization Maslow’s Hierarchy of Needs
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The process by which we use our sensory receptors to process incoming stimuli Perception
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