P of MKT-C3-09 - Principles of MKT S3 Dr Lê Thành Long 1 Consumer Decision Making Dr LE THANH LONG Principles of MKT S3 Dr Lê Thành Long 2

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Unformatted text preview: Principles of MKT, S3 Dr. Lê Thành Long 1 Consumer Decision Making Dr. LE THANH LONG Principles of MKT, S3 Dr. Lê Thành Long 2 Contents s Explain why marketing managers should understand consumer behavior s Analyze the components of the consumer decision- making process s Explain the consumer’s post purchase evaluation process s Identify the types of consumer buying decisions and discuss the significance of consumer involvement Principles of MKT, S3 Dr. Lê Thành Long 3 Consumer Behavior s Consumers’ product and service preferences are constantly changing s b Redesign product s b Try to change consumers’ decision Principles of MKT, S3 Dr. Lê Thành Long 4 Consumer Behavior s Consumer behavior s Process a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use Consumer behavior Consumer behavior consumers make purchase decisions consumers make purchase decisions consumers use and dispose of product consumers use and dispose of product = HOW Principles of MKT, S3 Dr. Lê Thành Long 5 Consumer Decision-Making Process Postpurchase Behavior Postpurchase Behavior Purchase Purchase Evaluation of Alternatives Evaluation of Alternatives Information Search Information Search Need Recognition Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps Principles of MKT, S3 Dr. Lê Thành Long 6 Need Recognition Need recognition occurs when are faced with an imbalance between actual state and desired state Actual state Actual state Desired State Desired State I n t e r n a l S t i m u l i E x t e r n a l S t i m u l i Any unit of input affecting one or more of the five sense: sight, smell, taste, touch, hearing Principles of MKT, S3 Dr. Lê Thành Long 7 Want s Want s Recognition of an unfulfilled need and a product that will satisfy it s A want can be for a specific product or it can be for a certain attribute or feature of a product s Consumers recognize unfulfilled wants in various ways: s Current product isn’t performing properly s Consumers is about run out of something Principles of MKT, S3 Dr. Lê Thành Long 8 Information Searches Internal Information Search The process of recalling past information stored in memory Previous experience with product External Information search The process of seeking information in the outside environment Principles of MKT, S3 Dr. Lê Thành Long 9 External Information Searches Nonmarketing-controlled information source A product information source that is not associated with advertising or promotion- Personal experience (trying or observing a new product)- Personal sources (family, friends, coworkers, …)- Public sources (reports, magazines, …) Principles of MKT, S3 Dr. Lê Thành Long 10 External Information Searches...
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This note was uploaded on 11/13/2010 for the course BA BA12345 taught by Professor Harry during the Spring '10 term at University of Economics and Technology.

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P of MKT-C3-09 - Principles of MKT S3 Dr Lê Thành Long 1 Consumer Decision Making Dr LE THANH LONG Principles of MKT S3 Dr Lê Thành Long 2

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