Part16=Consumer Decision Making

Part16=Consumer Decision Making - Lecture Part 16 Consumer...

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Lecture Part 16 Consumer Decision Making 1. Review of Four Approaches to Consumer Analysis A. Descriptive 1. Describes buyers with ____________________ 2. Mainly used for _________________________ B. Experiential Analysis 1. Uses the idea that consumers seek _________________________ when buying 2. Analysis of mood creation to assist in selling C. Behavioral Influence Analysis 1. Studies _________________________ on consumer buying 2. Used to modify physical or social environment to influence consumer behavior D. The Decision Process Model 1
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F. The Decision Making Steps 1. Studies the steps of _________________________ 2. Useful for setting ________________________ for promotion 3. Good for analysis of ________________________ needs of consumers 4. Very useful for determining all of the “four ____________________’s” II. The Decision Process (NOTE: The book calls this “Consumer Problem Solving” on page 169) A. Steps of the Decision Process 1. _________________________ : Perception of a “discrepancy between the Actual and the desired states of affairs” 2. _________________________ : Review of information needs and actual acquisition if needed 3. _________________________ : Determining evaluative criteria & the ratings of alternatives in the evoked set 4. _________________________ :
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This note was uploaded on 04/05/2011 for the course MKT 351 taught by Professor Kraft during the Winter '11 term at Grand Valley State University.

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Part16=Consumer Decision Making - Lecture Part 16 Consumer...

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