Ch 5 Consumer - Chapter 5 Consumer Decision Making Part I...

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Unformatted text preview: Chapter 5 Consumer Decision Making Part I Consumers product and service preferences are constantly changing. What is the relationship between a marketing strategy and consumer behavior? Why marketers should understand consumer behavior? It is essential to find ways to satisfy customers wants and desires . Marketers should communicate effectively with them. Understanding CB reduces uncertainty and risk when creating the marketing mix . Consumer behavior consumers make purchase decisions consumers use and dispose of product = HOW Understanding Consumer Behavior Consumer Behavior Processes 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 the product use. Consumer Decision-Making Process Consumer Decision-Making Process Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps Consumer Decision-Making Process *** Note that 1) consumer decisions may not proceed in order through all the processes 2) consumers do not always go through all the process 3) in fact, may end at any time without a purchase decision....
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This note was uploaded on 12/24/2010 for the course MKT 3013 taught by Professor Tharp during the Fall '08 term at The University of Texas at San Antonio- San Antonio.

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Ch 5 Consumer - Chapter 5 Consumer Decision Making Part I...

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