Powerpoints Segment 4

Powerpoints Segment 4 - SEGMENT 4 CONSUMER BEHAVIOR(Related...

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Unformatted text preview: SEGMENT 4 : CONSUMER BEHAVIOR (Related chapter in text : 5) LEARNING OBJECTIVES ● Describe key characteristics of consumer decision-making ● Describe the components of the decision-making process (DMP) and decision-making unit (DMU) ● Understand how to use the multi-attribute model to analyze consumer decisions LEARNING OBJECTIVES ● Describe the components and uses of a customer profile ● Describe what is meant by a psychographic profile ● Understand the role of expectations and performance in determining consumer satisfaction ● Understand the symbolic meaning of goods and services to consumers CONSUMER DECISION MAKING (D-M) HOW DO CONSUMERS DECIDE WHAT TO BUY ? MARKETING MIX PSYCHO- CONSUMER SOCIO-LOGICAL CULTURAL SITUATIONAL INFLUENCES ON CONSUMER DECISION-MAKING BASIC DECISION-MAKING CONCEPTS ● GOAL-DIRECTED ● BOUNDED RATIONALITY ● LOW INVOLVEMENT ● SELECTIVE ● ADAPTIVE DECISION-MAKING UNIT (DMU) (HOUSEHOLD) ● INFORMATION GATHERER ● INFLUENCER ● DECISION MAKER ● PURCHASER ● USER DECISION-MAKING PROCESS ● PROBLEM RECOGNITION ● INFORMATION SEARCH ● ALTERNATIVE EVALUATION ● PURCHASE ● POSTPURCHASE CONSUMPTION ALTERNATIVE EVALUATION ● MULTI-ATTRIBUTE MODEL ● CONSIDERATION SET OF BRANDS ● SET OF EVALUATIVE CRITERIA (ATTRIBUTES) EXAMPLE CONSIDERATION SET ● FAT TUESDAY ● THE SWAMP ● HOOTERS CRITERIA ● CONVENIENCE ● MUSIC ● INEXPENSIVE ● SOCIAL AMBIANCE FAT TUES. SWAMP HOOTERS CONVEN....
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This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

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Powerpoints Segment 4 - SEGMENT 4 CONSUMER BEHAVIOR(Related...

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