ppt_03 - 3 Buyer Behaviors Chapter Overview Consumer...

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RETL 369 3-1 Chapter Overview Consumer purchase process Consumer buying environment Recent trends in consumer behavior Buyer Behaviors 3
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RETL 369 3-2 Consumer Purchasing Process Must understand how a consumer makes the purchase decision. Must develop messages that will entice buyers to purchase the products being featured in a timely fashion.
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RETL 369 3-3 Figure 3.1 Consumer Decision-making Process IMC relevant components
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RETL 369 3-4 Information Search Information search occurs due to: Recognition of needs and wants Desire to try a new brand or product for novelty or variety Dissatisfaction with the last purchase Desire to expand an information search after hearing about a new brand or a different brand from a friend or because of a positive response to an advertisement Once the information is gathered by internal and external search, the consumer evaluates the selected set of alternatives for potential purchases.
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RETL 369 3-5 Internal Search An internal search takes place when the consumer mentally recalls products that might fulfill or meet the need. Brand knowledge Positive/negative previous experience IMC perspective: The company's brand will be recalled – brand awareness and brand equity
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RETL 369 3-6 Sources for External Information Friends and relatives Expert consumers Books, magazines, newspapers, and Internet Advertisements Public relations activities In-store displays Salespeople
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RETL 369 3-7 Factors Affecting External Search The amount of time and energy a consumer spends in external search depends on: Ability to search Motivation - level of involvement, need for cognition, shopping enthusiasm Perceived costs and benefits IMC perspective: Right info at right time choose the company’s product
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ppt_03 - 3 Buyer Behaviors Chapter Overview Consumer...

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