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week 3 - Marketing Management Week 3 Consumer behaviour 1...

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Marketing  Marketing  Management Management Week 3 – Consumer behaviour Week 3 – Consumer behaviour 1
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Consumer behaviour Consumer behaviour Objectives - Week 3 Review basic models of CB Discuss specific psychological, personal, social  and cultural factors Explain the decision making process Discuss different purchasing behaviours and  motivations Discuss differences between people and  organisations as customers. 2
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Cognition Cognition Are consumers always rational?  The question ought to be: What percentage of customers make their  purchase decision based on reasoning  and cognition, and what percentage based  on feelings and emotions? 3
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A Model of Consumer  A Model of Consumer  Behaviour Behaviour Consumers make buying decisions every day. And they make many  different types of purchase.  Most marketers undertake consumer research to try to learn more  about: What  consumers buy Who  buys, how they buy When  they buy  Where  they buy and, most importantly Why  they buy The central question is:  How do consumers respond to the various marketing stimuli the  marketing organisation might use?   4
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Figure 7.1: Model of  Figure 7.1: Model of  Consumer Behaviour Consumer Behaviour 5
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Characteristics Influencing  Characteristics Influencing  Consumer Behaviour Consumer Behaviour 6
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Psychological Factors Psychological Factors 1. Motivation 2. Perception 3. Learning 4. Beliefs and Attitudes 5. Personality and Self-concept 7
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Psychological Factors Psychological Factors Motivation Theories   Sigmund Freud  assumes that people  are largely unconscious about the real  psychological forces shaping their  behaviour. He sees the person as  growing up and repressing many urges. 8
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Psychological Factors Psychological Factors Motivation Theories    Abraham Maslow  sought to explain why people are  driven by particular needs at particular times.   Why  does one person spend much time and energy on  personal safety and another on gaining the esteem of  others?  Maslow's answer is that human needs are  arranged in a hierarchy, from the most pressing to the  least pressing.
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