CONSUMER BEHAVIOUR

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

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
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…)
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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
Image of page 2
- 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
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern