5.1-Consumer Behavior

5.1-Consumer Behavior - Consumer Behavior RelatedtoChapter5...

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1 Consumer  Behavior Related to Chapter 5
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2 Agenda Customer Purchase Decision Process Consumer Involvement and Decision- Making Factors Affecting Customer Purchase  Decision Process
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3 Why study consumer behavior? We want to know how consumers make  their purchase decision. How they decide whether to buy a product  or not? How they choose particular brands among  alternatives? Which factors affect their purchasing  behavior?
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4 Consumer Purchase Decision Process and  Influencing Factors: A General Framework
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5 Consumer Purchase Decision Process Five stages Problem recognition Information Search Alternative evaluation Purchase decision Postpurchase behavior Consumers may withdraw at any stage Consumers may skip some stages Stages not necessarily of the same length Marketers should focus on all stages instead of only on purchase  decision.
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6 Purchase decision process:  1. Problem (Need) Recognition Problem (Need) Basic force that motivate a person to do  something A problem (need) can be triggered by  Internal stimuli (e.g., hunger)  External stimuli (e.g, advertising)
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7 Purchase decision process:     2. Information Search Internal search Experience, Knowledge External search Personal source Marketing source Public source
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8 Purchase decision process:          3. Alternatives Evaluation How do consumers evaluate alternatives? Consumers may purchase the alternative of  the highest attitude Consumers may buy on impulse Consumers may rely on insights or heuristics brand name country of origin store image
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9 Buying-decision process:          4. Purchase decision Decisions Where, When, How much to buy When consumers buy the time of day, the day of the week, season, time-pressure Where consumers buy
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This document was uploaded on 10/26/2011 for the course MKT 301 at DePaul.

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5.1-Consumer Behavior - Consumer Behavior RelatedtoChapter5...

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