ADM2320X summer 2008-ch.5

ADM2320X summer 2008-ch.5 - Consumer Behaviour Chapter Five...

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1 Consumer Behaviour Chapter Five
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2 Consumer Behaviour The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.
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3 Understanding Consumers: what is the buying-decision process? what sources of info are used? what social & group forces influence decision-making? what psychological characteristics affect the buying-decision process? what is the role of situational factors in buying decisions?
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4 Buying-decision process (a.k.a. “purchase decision process”) Need recognition (problem recognition) Choice of involvement level Identification of alternatives (information search) Evaluation of alternatives Post-purchase behaviour
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5 Recognize an unsatisfied need dormant need (e.g. created using ads) internal need (e.g. hunger) dissatisfaction (e.g. replacement)
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6 Choice of involvement level HIGH-INVOLVEMENT when info is needed to make a decision product benefits are perceived as important costs of making a bad decision are high there is a high quality of interaction LOW-INVOLVEMENT when routine, habitual purchase relatively low priced products with substitutes
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7 Identification of alternatives Buying decision is influenced by what is known from past experiences confidence in information on the product & alternative products/brands value-added received from obtaining additional product information
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8 Evaluation of alternatives Establish criteria for assessing each alternative product/brand: price quality convenience value need opinions of others
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9 If you buy then…. when where how to pay what specific product attributes warranty size colour quantity
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10 Patronage buying motives location or access convenience merchandise accessibility appearance of premises confidence in firm/supplier quality of staff prices mix of other customers
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11 Post-purchase behaviour Satisfaction, doubt or dissatisfaction Post-purchase Cognitive Dissonance Consumer becomes anxious when: expensive purchase and perceived high risk purchased and rejected items are similar
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This note was uploaded on 12/08/2009 for the course TEFLER ADM1300 taught by Professor Koppel during the Fall '09 term at University of Ottawa.

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ADM2320X summer 2008-ch.5 - Consumer Behaviour Chapter Five...

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