CONSUMER BEHAVIOUR - CONSUMER BEHAVIOUR A i s t he cust...

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A is the customer choice CONSUMER BEHAVIOUR Influences on consumer decision Consumer Decision Making Process Characteristics of Consumer Decision Processes 1. Not always a linear process, adapts to feedback 2. Process is goal directed (make the best choice, avoid a mistake, get something that works…)
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3. Not utility maximization but bounded rationality (effort to create a good outcome given constraints) 4. Consumers often use heuristics (simplifying rules) to make decisions. Problem Recognition: Feeling a need - Need = A difference between a current state and an ideal state(e.g., physiological, safety, social, personal, self-actualization) - Important marketing objectives Understand target segment needs/wants Trigger problem recognition by focusing on either ideal state or actual state Information Search: Seeking value - Important marketing objectives Internal Search - Know what your target customers know External Search - Identify info. sources used & Monitor and influence information Alternative Evaluation: Assessing value
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- Important marketing objectives Get into the consideration set ( brands consumer evaluates and thinks of as an acceptable choice during a decision process) Identify target’s evaluative criteria – characteristics of the option that the
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