Day 4 Consumer Behavior and Organizations as Consumers.pdf...

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1Day 4: Consumer Behavior andOrganizations as ConsumersMGT 103: Product Marketing and ManagementKristine Ehrich, Ph.D.Purchase Situation by GenderMARKETINGRESPONSE4 PsBLACK BOX OFTHE CONSUMER…reflects the totality of consumersdecisions with respect to the acquisition,consumption and disposition of goods, services,activities and ideas by (human) decision-makingunits over time.
2AcquiringConsumingDisposingDeciding tobuy a productDecidingbetween brandsWhere to buyHow to payOther ways toacquireHow you useproductHow you storeproductWho uses theproductHow muchyouconsumeHow productcompares withexpectationsHow you get ridof remainingproductHow much youthrow away afteruseResellingproductsHow you recycleproductsMore than justbuyingMore than just a singleindividualConsumer Behavior does not necessarily reflect theaction of a single individualCombinations of people may be involved in a purchase:A Group of FriendsCoworkersA FamilyDifferent People may play different rolesInfluencer/Gatekeeper/Decider/Buyer/End UserUnfortunately, NO! Why not?Competitors can do the same thingsConsumers don’t always know what they wantConsumers don’t always know what is possibleWhat consumers want may not be feasibleConsumers’ preferences are flexible and change overtime
3The process we use to select, purchase, use, and dispose ofgoods, services, ideas, or experiences to satisfy needs/desiresWhat influences this process?InternalSituationalSocialTypes of Decision MakingExtendedLimitedHabitualOccurs whenever the consumer sees asignificant difference between his/hercurrent state and the desired/ideal stateHow do we recognize that there is aproblem?More milk?New pair of jeans?New cell phone?

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Term
Spring
Professor
NELSON

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