This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: • Opinions Other Social Influences • Reference groups • Opinion leaders • Culture Adoption Process • Awareness • Interest • Evaluation • Trial • Decision • Confirmation Film: Vermont Teddy Bear • Only major American manufacturer of teddy bears • Resides just south of Burlington, VT • “We are not in the teddy bear business. We’re in the bear business.” • Everyone gets a personal message, dress according to purpose, holiday, vacation, etc., & personalization • What motivates consumers to buy VT Teddy Bears? o Want to be appreciated for buying that “special gift” • Peak demand occurs during predictable times • Advertise over radio • Consumer steps: o Problem recognition o Information search o Evaluation of alternatives o Purchase decision o Post-purchase behavior Negative: no bear arrival, wrong message, delivered late, damage in delivery...
View Full Document
This note was uploaded on 04/22/2009 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas at Austin.
- Spring '08