Chapter 5 - Marketing 3104 Consumer Behavior Objectives for...

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Marketing 3104 Consumer Behavior
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Objectives for Consumer Behavior Content Outline categories of influences on consumer decisions Explain different consumer decision processes, their important characteristics, and marketing implications Explain the consumer perception process, why it is selective and subjective, and implications for marketers
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Influences on Consumer Decisions (See Figure 5-4)
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Influences on Consumer Decisions (See Figure 5-4)
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Consumer Decision Making Process Why do we care about this process? - Process affects outcome - influence Problem Recognition: Feeling a need Information Search: Seeking value Alternative Evaluation: Assessing value Purchase Decision: Buying value Post-purchase Behavior: Value in use or consumption
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Consumer Decision Making Process Need = A difference between a current state and an ideal state Maslow’s categories of need: physiological, safety, social, personal, self-actualization A consumer’s need is not for. . a product A given need can be satisfied by. . Very Problem Recognition: Feeling a need
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Consumer Decision Making Process Important marketing objectives Understand target segment needs/wants Trigger problem recognition by focusing on either an ideal state or the undesired actual state Problem Recognition: Feeling a need
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Consumer Decision Making Process Important marketing objectives Internal Search Know what information target customers have, including. . Know how they assess their own knowledge External Search Identify information sources used Monitor and influence information obtained Challenges? - increase in word of mouth sources - Changes in information technology Problem Recognition: Feeling a need Information Search: Seeking value
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Consumer Decision Making Process Important marketing objectives Get into the consideration set ( brands that a consumer evaluates and thinks of as an acceptable choice during a decision process) Identify target’s evaluative criteria ( characteristics of the option that the consumer judges as part of a decision)
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This note was uploaded on 12/20/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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Chapter 5 - Marketing 3104 Consumer Behavior Objectives for...

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