Consumer Behavior chpt 3 The Consumer Decision Process

Consumer Behavior chpt 3 The Consumer Decision Process -...

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Consumer Behavior chpt 3: The Consumer Decision  Process 03/10/2006 14:53:00 The consumer decision process model (CDP) represents a road map of  consumers’ minds that marketers and managers can use to help guide product mix,  communication, and sales strategies.   It shows how different decisions are made based on internal and external  forces that affect how consumers think, evaluate, and act. Reasons for purchase of any product are: need, want, or a problem. o The CDP model shows how people solve the everyday problems that  cause them to buy and use products of all kinds. o Consumers go through seven major stages when making decisions  about purchasing a product: in order –  Need recognition Search for information Pre-purchase evaluation of alternatives Purchase Consumption Post-consumption evaluation Divestment This is what the focus of consumer behavior is based on. o Need recognition Occur when an individual senses a difference between what he  or she perceives to be the ideal versus the actual state of  affairs. It is influenced by memory o Also influenced by: Environmental influences: Culture, social class, personal influences, family,  situation Individual differences Consumer resources, motivation, knowledge, attitudes,  personality, values, and lifestyles. Big mistakes that firms make are that they produce something based on what 
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Consumer Behavior chpt 3 The Consumer Decision Process -...

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