F10 MKTG 3104 Student 5. Consumer Behavior

F10 MKTG 3104 Student 5. Consumer Behavior - Click to edit...

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Unformatted text preview: Click to edit Master subtitle style 11/5/10 Marketing 3104 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) 11/5/10 Influences on Consumer Decisions { 9 A 6 1 6 0 7-9 4 3 B -4 B 5 2 -B 1 B 9 -1 C 5 2 0 C 2 B 8 8 } Consumer Decision Making { F 4 F 9 3 2 F 1 -B 4 5 A -4 C 9 6 -A 0 9 -F B 4 7 8 3 7 D 3 8 D 4 } Psychological cio-Cultural { C 5 A 9 A 3 2 5 -2 D B-4 0 1 3 -A 5 1 0 -E 5 9 2 6 3 1 D 0 4 5 } Situational { B 3 2 C 0 7 F 9 -F 3 9 2 -4 E 4 1 -8 0 B 0 -D 6 B C 1 9 4 2 4 6 2 } Marketing Mix 11/5/10 Influences on Consumer Decisions { 9 A 6 1 6 0 7-9 4 3 B -4 B 5 2 -B 1 B 9 -1 C 5 2 0 C 2 B 8 8 } Consumer Decision Making hological tal processes” cio-Cultural hers” al ry circumstances” rketing Mix s Click to edit Master subtitle style 11/5/10 Consumer Decision 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 Click to edit Master subtitle style 11/5/10 Consumer Decision 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 Click to edit Master subtitle style 11/5/10 Consumer Decision 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 Click to edit Master subtitle style 11/5/10 Consumer Decision 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 Problem Recognitio n: Feeling a need Informatio n Search: Seeking value Alternativ e Evaluatio n: Assessin g value Click to edit Master subtitle style...
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This note was uploaded on 11/04/2010 for the course MKTG 3340 taught by Professor Smith during the Spring '10 term at Roanoke.

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F10 MKTG 3104 Student 5. Consumer Behavior - Click to edit...

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