09_Individual_Decision_Making_S1

09_Individual_Decision_Making_S1 - Chapter 8 Individual...

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Chapter 8 Individual Decision Making
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Consumers as Problem Solvers Consumer purchase = response to problem Decision-making process After realization that we want to make a purchase, we go through a series of steps in order to make it Can seem automatic or like a full-time job 2
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Decision-making Process 3
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Types of Consumer Decisions Continuum of Decision Making 4
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Extended Problem Solving Initiated by self-concept motive Eventual purchase decision is perceived as a risk Consumer collects extensive information Internal and external search Careful evaluation of brand attributes (one at a time) 5
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Limited Problem Solving More straightforward/simple Simple decision rules to choose among alternatives 6
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Habitual Decision Making Automaticity: choices made with little/no conscious effort Efficient decisions: minimal time/energy Challenge for marketers… Consumers must be convinced to “unfreeze” their former habit and replace it with new one 7
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Steps in the Decision-Making Process Problem recognition Information search Evaluation of alternatives Product choice 8
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Problem Recognition Occurs Whenever the Consumer Sees a Significant Difference Between His or Her Current State and Some Desired or Ideal State. Consumer’s Ideal State Consumer’s Actual State Opportunity Recognition Occurs By: Exposure to Different or Better-Quality Products Need Recognition Occurs By: Running Out of a Product Inadequate Product Creating New Needs Problem Recognition 9
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Information Search is the Process in Which the Consumer Surveys His or Her Environment for Appropriate Data to Make a Reasonable Decision. Types of Search > Prepurchase - an Explicit Search for Information. > Ongoing Search - Browsing Used by Veteran Shoppers for Up-to-Date Information. Information Searches
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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09_Individual_Decision_Making_S1 - Chapter 8 Individual...

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