Ch04_NE - Consumer Decision Making Chapter 4 Prepared by...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Consumer Decision Making Chapter 4
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Explain why marketing managers should  understand consumer behaviour. 2.  Analyze the components of the consumer  decision-making process. 3.  Explain the  consumer’s postpurchase  evaluation process.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4.  Identify the types of consumer buying  decisions and discuss the significance of  consumer involvement. 5.  Identify and understand the cultural factors  that affect consumer buying decisions.
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 6.  Identify and understand the social factors  that affect consumer buying decisions.  7. Identify and understand the individual  factors that affect consumer buying  decisions. 8.  Identify and understand the psychological  factors that affect consumer buying  decisions.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Consumer behaviour Processes a consumer uses to make  purchase decisions, as well as to use and  dispose of purchased goods or services;  also includes factors that influence  purchase decisions and the product use.
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Consumer Decision-Making  Process A five-step process used  by consumers when buying  goods or services.
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Consumer  Decision-Making Process Postpurchase  behaviour Purchase Evaluation  of Alternatives Information Search Need Recognition Cultural, Social,  Individual and  Psychological  factors affect  all steps
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Need Recognition Result of an imbalance  between actual and  desired states.
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9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Need Recognition Internal Stimuli Internal Stimuli and and External Stimuli External Stimuli Status Preferred  State Marketing helps  consumers recognize an  imbalance between  present status and  preferred state
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10 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved 
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Ch04_NE - Consumer Decision Making Chapter 4 Prepared by...

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