CB_350_Notes_Mar_09

CB_350_Notes_Mar_09 - Consumer Behavior Consumer Behavior...

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Consumer Behavior
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Consumer Behavior Overview Describe the buyer decision process Explore other buyer behavior models Identify external factors
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Consumer Behavior (CB) seeks to understand how consumers make purchase decisions seeks to understand why consumers behave as they do
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Buyer Decision Process Need Recognition Information Search Option Consideration Purchase Decision Post-Purchase Evaluation
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Need Recognition Need recognition => difference between consumer’s ideal state and actual state 1. stock outs 2. buyer dissatisfaction 3. marketing induced 4. technological advances
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Need Recognition (continued) Action is triggered by consumer motives Maslow’s Hierarchy of Needs: 1. physiological (e.g., hunger) 2. safety (e.g., shelter) 4. esteem (e.g., self-worth) 5. self-actualization (e.g., “I am OK”)
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Need Recognition (continued) Psychoanalytic Theory (Sigmund Freud) Subconscious Motivators: 1. Id 2. Ego 3. Superego
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Information Search Internal search External search 1. Group (e.g., personal referrals) 2. Marketing (e.g., displays, ads) 3. Public (e.g., Consumer Reports ) 4. Experiential (e.g., fruit)
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CB_350_Notes_Mar_09 - Consumer Behavior Consumer Behavior...

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