mktg 3650 ConsumerBehavior - Consumer Markets & Buyer...

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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 1 Marketing Foundations 9/28/2010 University of North Texas 1 Consumer Markets & Buyer Behavior Dr. Kenneth N. Thompson Marketing Foundations 9/28/2010 University of North Texas 2 Objectives & Overview Understand the general scope of Consumer Behavior & its importance to marketing management Explore some psycho-social influences on decision making Explore the basic steps in consumer decision making
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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 2 Marketing Foundations 9/28/2010 University of North Texas 3 Decision Making Behavior A Model of Consumer Behavior Environmental Influences Individual Influences Marketing Activities Marketing Foundations 9/28/2010 University of North Texas 4 A Model of Consumer Behavior Making Behavior Environmental Forces Individual Forces Marketing Mix Individual Forces Motives Perception Attitudes Self Concept & Life Style Information Processing Learning
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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 3 Marketing Foundations 9/28/2010 University of North Texas 5 A Model of Consumer Behavior Decision Making Behavior Environmental Forces Individual Forces Marketing Mix Culture Subculture Social class, Income, Education Reference groups Family Roles Situational factors Environmental Forces Marketing Foundations 9/28/2010 6 A Model of Consumer Behavior Forces Forces Marketing Mix Consumer Decision Making Problem Recognition Information Search Evaluation of Alternatives Choice
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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 4 Marketing Foundations 9/28/2010 University of North Texas 7 A Model of Consumer Behavior Decision Making Behavior Environmental Forces Individual Forces Marketing Mix Behavior Purchase Satisfaction Cognitive Dissonance Post Purchase Evaluation Marketing Foundations 9/28/2010 University of North Texas 8 Why people buy…. Steps in the decision making process… Pre-purchase doubt… Importance of intangible as well as tangible benefits…
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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 5 Marketing Foundations 9/28/2010 University of North Texas 9 Individual Forces Motives Perception Attitudes Self Concept & Life Style Information Processing Learning Consumers’ Perceptions Affect Decision Making Marketing Foundations 9/28/2010 University of North Texas 10 Perception See Hear Touch Taste Smell Perceptual Receptors
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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 6 Marketing Foundations 9/28/2010 University of North Texas 11 Information Retention of Information Discarded Information Perception is Selective Marketing Foundations 9/28/2010 University of North Texas 12 Selective Exposure Exposure occurs when stimuli come into close proximity to senses Conscious or subconscious exposure to stimuli Watch certain TV shows, read certain magazines Marketers must determine appropriate media to reach target audience
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Consumer Markets & Buyer Behavior 9/28/2010 University of North Texas 7 Marketing Foundations Selective Attention
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mktg 3650 ConsumerBehavior - Consumer Markets & Buyer...

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