MK205_Lecture4_ConsumerAudience_NEW

MK205_Lecture4_ConsumerAudience_NEW - Exam 1 15-1 Click to...

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Unformatted text preview: Exam 1 15-1 Click to edit Master subtitle style The Consumer Audience 35-3 Chapter Outline How Does Consumer Behavior Work? The Consumer Decision Making Process Influences on Consumer Decisions Cultural and Social Psychological Behavioral Segmenting and Targeting 45-4 How Does Consumer Behavior Work? Consumer behavior Describes how individuals or groups select, purchase, use, or dispose of products as well as describing the needs that motivate these behaviors Consumer audience People who buy or use products to satisfy their needs and wants Customers People who buy a particular brand or patronize a specific store The Consumer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase evaluation The consumer recognizes the need for a product Advertising should activate or stimulate this need My mom finally agreed I could use a car Which will you say you want? The Consumer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase evaluation Can be casual or formal Advertising helps the search process by providing information and making it easy to find, as well as remember The Consumer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase evaluation Consumers compare various products and reduce the list of options Advertising helps sort out products on the basis of tangible and intangible features The Consumer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase evaluation Often a two-part decision Select the brand Select the outlet from which to purchase In-store promotions affect these choices The Consumer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision...
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MK205_Lecture4_ConsumerAudience_NEW - Exam 1 15-1 Click to...

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