Intro Mktg - 04 - Consumer Behavior - ch 6

Intro Mktg - 04 - Consumer Behavior - ch 6 - MKTG 2270...

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1 C HAPTER MKTG 2270 January 29, 2008 BUYER BEHAVIOUR 6
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2 Consumer Behavior The buying behavior of final consumers – individuals and households who buy goods and services for personal consumption. The study of consumer behavior focuses on how consumers behave in product purchase situations and why they behave in the way they do. Application of the marketing concept as well as formulating and implementing a marketing strategy require consumer behavior knowledge.
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3 Model of Consumer Decision Making Decision Process 1. Problem Recognition 2. Info. Search 3. Alternative Evaluation 4. Purchase Decision 5. Postpurchase Behavior Decision-Related Learning: Perceptions (Beliefs) Attitudes Situational Variables Internal Influences Lifestyle Self-Concept Personality Values Needs External Influences Culture Social Class Reference groups Family
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4 P URCHASE D ECISION P ROCESS Problem (Need) Recognition Problem (Need) Recognition Information Search Information Search Alternative Evaluation Alternative Evaluation Purchase Decision Purchase Decision Postpurchase Behavior Postpurchase Behavior
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5 Four Types of Consumer Decision Processes High Low Involvement Involvement Decision Complex decision Limited decision Making making making Habit Brand loyalty Inertia
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6 Involvement Consumers’ perceived interest in or importance for an
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Intro Mktg - 04 - Consumer Behavior - ch 6 - MKTG 2270...

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