Ch5_BB - Jade S DeKinder Jade S DeKinder What You Should...

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Unformatted text preview: Jade S. DeKinder Jade S. DeKinder What You Should Know… n What environmental scanning is n What the 5 sources of changing environmental trends are n How the 5 sources affect marketing decisions Click to edit Master subtitle style Chapter 5: Consumer Behavior Professor Jade DeKinder Jade S. DeKinder Jade S. DeKinder What You Will Know… n Describe the stages in the consumer decision process n Identify major psychological influences on consumer behavior n Identify major sociocultural influences on consumer behavior Jade S. DeKinder Jade S. DeKinder Consumer Behavior The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Jade S. DeKinder Jade S. DeKinder Jade S. DeKinder Jade S. DeKinder Purchase Decision Process Perceiving a difference between one’s actual vs. ideal state big enough to trigger a decision Jade S. DeKinder Jade S. DeKinder Purchase Decision Process Searching for product information Jade S. DeKinder Jade S. DeKinder Information Search n Internal search q Memory scan for previous experiences n External search q Personal sources q Public sources q Market-dominated sources Jade S. DeKinder Jade S. DeKinder Purchase Decision Process Clarifies the problem for the consumer by...
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This note was uploaded on 11/09/2010 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas.

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Ch5_BB - Jade S DeKinder Jade S DeKinder What You Should...

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