KIC000051 - �----------------------------- Chapter 5...

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Unformatted text preview: �----------------------------- Chapter 5 Consumer Decision Making '. Five Factors Influencing Decisions Continuum of Consumer Buying Decisions :=====::=;[> 2, Length <>f time to make decision .. - ""._ ...... ... ----- ... _""'_~...n.~ Routine Response Behavior "I!!!iFIf!!F1!liii.iliiSiii\i~llll' • Limited Decision Making ~ • Little involvement in selection process • Frequently purchased low cost goods • Low to moderate cost goods • May stick with one brand • • Buy first/evaluate Evaluation of a few alternative brands • Quick decision • Short to moderate time to • later Lowlevels of involvement decide [LO'I Extensive Decision Making • High levels of involvement • High cost goods • Evaluation of many brands • long time to decide • May experience cognitive dissonance [LO') • Factors Determining the Level of Consumer Involvement ~-' ""-"'-_ ....""..,............ ..-... "-I'''._eoono ... e-..,........"..........,.,00 5 Chapter 5 Consumer Decision Making Marketing Implications of Involvement L03 REVIEW Consumer LEARNING Buying Decisions • OUTCOME and Consumer Involvement Previouse)(P8,;enoe~ Interest perceive.". ".Sk of negative consequences Situalion SOcial v'slbllity tcw-mvcfvement purchases require: ... - In-store promotion, eye-catching package design, and good displays. Coupons, cents-off, _ ~ 2·for_1 offers "-,,,,"' __ Loom""". ""... "" ........ Factors Influencing Buying Decisions • Identify and understand the cultural factors that affect consumer buying decisions -"'--,,""' LO' Culture eoo.n."''''''''''_T.aoml ........ '' ...''''_ ... ''''.... _ ......... Components of CUlture ""...... _ __ L ..." .. ..-. .. • • 6 ...
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KIC000051 - �----------------------------- Chapter 5...

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