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Ch6 Notes - Chapter6 Chapter6 ConsumerBehavior s Process s...

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Chapter 6 Chapter 6 Consumer Behavior Consumer Decision-Making  Process Factors Influencing Purchases Predicting Your Behavior with the  Theory of Reasoned Action
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Consumer Behavior   is the dynamic  interaction of affect and cognition,  behavior, and the environment in which  human beings conduct the exchange  aspects (product and service  purchases) of their lives.
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Consumer Behavior Definition Consumer Behavior Definition Describes how consumers  make  purchase  decisions and  how they  use  and  dispose  of  the purchased goods and  services.  It includes factors  that influence purchase  decisions.
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Consumer Decision-Making Process Consumer Decision-Making Process Postpurchase Behavior Postpurchase Behavior Purchase Purchase Evaluation of Alternatives Evaluation of Alternatives Information Search Information Search Need Recognition Need Recognition Cultural, Social,  Cultural, Social,  Individual and  Individual and  Psychological  Psychological  Factors  Factors  affect  affect  all steps all steps Cultural, Social,  Cultural, Social,  Individual and  Individual and  Psychological  Psychological  Factors  Factors  affect  affect  all steps all steps
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Marketing Perspective Marketing Perspective “People don’t buy  products…they buy  solutions   to  problems.” Ted Levitt Need to find out WHAT  problems people have  today…and then   solve   them. Drive product/solution development Drive product/solution development
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1. Need Recognition 1. Need Recognition Marketing helps consumers recognize an  imbalance between present status and  preferred state Present state = ________Actual State__   Preferred state = _____Ideal State_____   Can we as marketers create a different ideal  state?
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Consumer Decision-Making Process Consumer Decision-Making Process How much information you have Ease of obtaining information Value you place on information Depends on: 6-7
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Evoked Set Model Evoked Set Model 6-8
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Consumer Decision-Making Process Consumer Decision-Making Process Process varies with product type Careful,  logical Impulse Seek advice Rank Brands Weigh attributes 6-9
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3. Evaluation of Alternatives 3. Evaluation of Alternatives Consumers use criteria to evaluate  alternatives Criteria are based on internal and  external information search and might  not be equally weighted
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Consumer Decision  Consumer Decision  Strategies Strategies __Compensatory_______ Models Cost-benefit analysis Which one does the +’s most  outweigh the -’s?  __Non-Compensatory__ Models Immediate rejection based on some  factor
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Consumer Decision  Consumer Decision  Strategies Strategies 1. Multi-Attribute  2. Conjunctive 3. Lexicographic
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Choice Models  Choice Models  0 1 2 3 -1 -2 -3
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1.
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