MKT 280 - Ch 8 - Fall 2007

MKT 280 - Ch 8 - Fall 2007 - FinalConsumers...

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    Final Consumers –  Consumer Behavior Chapter 8
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    Factors That Influence Brand  Decisions Three influences of decision making Marketing Influences Marketing mix variables Social Influences Reference Groups Family Situational Influences Factors relevant at the time and place of observation EX. Restaurants
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    Social Influences Social Influences and Sponsorship 24% more likely to purchase sponsored  product when: Believed friends purchased sponsored product 19% more likely to purchase sponsored  product when: Believed that was mainstream for fans to behave  in that manner
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    High vs. Low Involvement Major decision processes High Involvement Extended consumer decision making Cognitive Model Low Involvement Routine consumer decision making Habit Repeat Model Mixed Involvement Limited consumer decision making
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    Three Approaches to Making a Brand Decision
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MKT 280 - Ch 8 - Fall 2007 - FinalConsumers...

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