MKT438.CH4.Sp_09

MKT438.CH4.Sp_09 - GREAT PLANDO CONSUMERS THINK SO? Better...

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GREAT PLAN…DO CONSUMERS THINK SO?
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Consumer behavior consumers make purchase decisions consumers use and dispose of product =  HOW Better marketing!
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Consumer Decision-Making Process Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition
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Postpurchase evaluation Learning Purchase decision Integration Decision Stage Decision Stage Psychological Process Psychological Process Alternative evaluation Attitude formation Information search Perception Problem recognition Motivation
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What causes us to identify a problem? Out of Stock Dissatisfaction New Needs or Wants Related Product Purchase Market-Induced Recognition New Products
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How marketers get in our heads Projective  techniques In-depth  Interviews Association tests Focus groups
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Difficult or  impossible to verify  or validate Varying, subjective  interpretations Qualitative results  from very small  samples Shifts attention from  “what” to “how” and  “why”
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This note was uploaded on 03/24/2010 for the course MKT 438 taught by Professor M during the Spring '10 term at N. Arizona.

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MKT438.CH4.Sp_09 - GREAT PLANDO CONSUMERS THINK SO? Better...

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