Chapter_6_One - CONSUMERDECISION MAKING Chapter6...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
CONSUMER DECISION  MAKING Chapter 6
Background image of page 1

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

View Full DocumentRight Arrow Icon
LEARNING OUTCOMES  CONSUMER BEHAVIOR 1. Explain why marketing managers should understand consumer behavior 2. Analyze the components of the consumer decision-making process 3. Explain the consumer’s post-purchase evaluation process 4. Identify the types of consumer buying decisions and discuss the significance of consumer involvement 5. Identify and understand the cultural factors that affect consumer buying decisions 6. Identify and understand the social factors that affect consumer buying decisions 7. Identify and understand the individual factors that affect consumer buying decisions 8. Identify and understand the psychological factors that affect consumer buying
Background image of page 2
LEARNING OUTCOME ONE 1. Why should marketing managers understand consumer behavior? To understand how… Consumers Make Purchase Decisions Consumers Use and Dispose of Products
Background image of page 3

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

View Full DocumentRight Arrow Icon
LEARNING OUTCOME TWO 2. Analyze the components of the consumer decision-making process? 5 Step Process used by Consumers when making a decision to buy goods or service 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
Background image of page 4
1. Need Recognition The First Stage in the decision- making process is need recognition. Result of imbalance between actual and desired results. Jenny dropped her cell phone and a car ran over it. Jenny realized that she needs to get a new cell phone. Jenny is at the need recognition 5 COMPONENTS OF  CONSUMER  DECISION MAKING PROCESS 1. Need Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase 5. Post Purchase Behavior
Background image of page 5

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

View Full DocumentRight Arrow Icon
1. Need Recognition A want is the way that a consumer goes about addressing a need. Jenny needs caffeine – she wants a diet coke. A want can be brand specific, whereas a need is something an individual depends on to function efficiently 5 COMPONENTS OF  CONSUMER  DECISION MAKING PROCESS 1. Need Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase 5. Post Purchase Behavior
Background image of page 6
1. Need Recognition Stimulus – Any unit of input affecting the 5 senses
Background image of page 7

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

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 27

Chapter_6_One - CONSUMERDECISION MAKING Chapter6...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online