F10 MKTG 3104 Student 5. Consumer Behavior

F10 MKTG 3104 Student 5. Consumer Behavior - Marketing 3104...

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Click to edit Master subtitle style 11/5/10 Marketing 3104 Consumer Behavior
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Click to edit Master subtitle style 11/5/10 Objectives for Overview the types of influences on consumer decisions Explain consumer decision processes and their important characteristics Examine consumer perception (selective and subjective)
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11/5/10 Influences on Consumer Decisions {9A616077-943B-4B52-B1B9-1C5200C2B888} Consumer Decision Making {F4F932F1-B45A-4C96-A009-FB47837D38D4} Psychological cio-Cultural {C5A9A325-2DBB-4013-A510-E5992631D045} Situational {B32C07F9-F392-4E41-80B0-D6BC19424662} Marketing Mix
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11/5/10 Influences on Consumer Decisions {9A616077-943B-4B52-B1B9-1C5200C2B888} Consumer Decision Making hological tal processes” cio-Cultural hers” al ry circumstances” rketing Mix s
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Click to edit Master subtitle style 11/5/10 Consumer Decision Making Process Need = A difference between a current state and an ideal state (e.g., physiological, safety, social, personal/ STATUS, self-actualization)--- maslow Seat belts? Safety – if you don’t wear a seatbelt your kids will copy you--- Problem Recognitio n: Feeling a need
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Click to edit Master subtitle style 11/5/10 Consumer Decision Making Process Important marketing objectives Understand target segment needs/wants Trigger problem recognition by focusing on either ideal state or actual state Problem Recognitio n: Feeling a need
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Click to edit Master subtitle style 11/5/10 Consumer Decision Making Process Important marketing objectives Internal Search – thinking – like where to g2 dinner. You think wat you know Know what your target customers know External Search Identify information sources used Monitor and influence information Problem Recognitio n: Feeling a need Informatio n Search: Seeking value
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Click to edit Master subtitle style 11/5/10 Consumer Decision Making Process Important marketing objectives Get into the consideration set ( brands or options consumer evaluates and thinks of as an acceptable choice during a decision process)--- sometimes its more key to get into it than be the best Identify target’s evaluative criteria – characteristics of the option that the consumer judges as part of a Problem Recognitio n: Feeling a need Informatio n Search: Seeking value Alternativ e Evaluatio n: Assessin g value
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