MarketingCh5

MarketingCh5 - Consumer Behavior The study of the processes...

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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 - Most that are done are routine, ie. You usually buy the same things Limited Problem Solving -Toaster- little but some thought goes into decision Extended Problem Solving Consumer Involvement: The personal, economic, and social significance attached to a purchase or other consumer action. Increasing Consumer Involvement
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Figure 5-3, p. 120 Consumer Decisions / Problem Solving
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Figure 5-1, p. 116: The Consumer Purchase Decision Process Information Processing Model (not the only one)
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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
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MarketingCh5 - Consumer Behavior The study of the processes...

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