solomon05_media

solomon05_media - CHAPTER 5 Consumer Behavior How and Why...

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Unformatted text preview: CHAPTER 5 Consumer Behavior: How and Why People Buy M A R K E T I N G Real People, Real Choices Fourth Edition Michael R. Solomon Greg W. Marshall Elnora W. Stuart 5-2 Chapter Objectives_1 • Define consumer behavior and explain the reasons why consumers buy what they buy • Explain the prepurchase, purchase, and postpurchase activities consumers engage in when making decisions • Describe how internal factors influence consumers’ decision-making processes 5-3 Chapter Objectives _2 • Understand how situational factors at the time and place of purchase may influence consumer behavior • Describe how consumers’ relationships with other people influence their decision-making process • Understand how the Internet offers consumers opportunities for consumer- to-consumer marketing 5-4 Consumer Behavior The process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences to satisfy their needs and desires 5-5 Figure 5.1: The Consumer Decision- Making Process Problem Recognition Information Search Evaluation of Alternatives Product Choice Postpurchase Evaluation 5-6 Figure 5.2: EPS versus HDM 5-7 Minolta Copier This ad seeks to ease perceived risk 5-8 Problem Recognition • Occurs whenever a consumer recognizes a difference between the current state and the ideal or desired state – Internal cues – External cues 5-9 Information Search Personal Experience Knowledge Friends Advertising Web sites 5-10 5-11 Evaluation of Alternatives • Identify consideration set • Narrow list and compare pros and cons • Use evaluative criteria to decide among remaining choices 5-12 Epinions.com Web sites like this one help consumers in the evaluation of alternatives stage 5-13 GM GM attempts to persuade consumers that making the decision to buy a GM-certified used vehicle is a good decision 5-14 Product Choice • People may ultimately make the choice...
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This note was uploaded on 10/19/2009 for the course MKT 08773 taught by Professor R.grown during the Spring '09 term at Arizona.

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solomon05_media - CHAPTER 5 Consumer Behavior How and Why...

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