chap5 intro marketing

chap5 intro marketing - CHAPTER5:UNDERSTANDINGCONSUMER...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 5:  UNDERSTANDING CONSUMER  BEHAVIOR Purchase decision  process consists of  five stages: Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behavior Cognitive dissonance
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
LEVEL OF INVOLVEMENT:  3  CHARACTERISTICS Expensive item Can have serious  personal  consequences Could reflect on one’s  social image
Background image of page 2
PROBLEM SOLVING Extended problem solving Limited problem solving Routine problem solving
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
INFLUENCES ON CONSUMER DECISION  PROCESS Marketing mix  influences Psychological  influences Sociocultural influences Situational influences
Background image of page 4
MASLOW’S HIERARCHY OF NEEDS
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
PERCEPTION Selective perception Perceived risk
Background image of page 6
LEARNING Behavioral learning Cognitive learning Brand loyalty
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
VALUES, BELIEFS AND ATTITUDES Attitude vs. belief Attitude change
Background image of page 8
Vals system Ideals motivated 
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/29/2011 for the course MARKETING 33:630:301 taught by Professor Bhatia during the Fall '11 term at Rutgers.

Page1 / 17

chap5 intro marketing - CHAPTER5:UNDERSTANDINGCONSUMER...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online