Ch. 6 Consumer Buying Student Version

Ch. 6 Consumer Buying Student Version - Consumer Decision...

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© 2011 Robert H. Smith School of Business University of Maryland Consumer Decision Making Chapter 6 Professor Whitney Fall 2011
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© 2011 Robert H. Smith School of Business University of Maryland Consumer Behavior What process do consumers use to make purchase decisions? What factors influence purchase decisions?
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© 2011 Robert H. Smith School of Business University of Maryland Consumer Decision-Making Process Postpurchase Behavior (satisfaction, loyalty, dissonance, WOM) Postpurchase Behavior (satisfaction, loyalty, dissonance, WOM) Purchase Purchase Evaluation of Alternatives Evaluation of Alternatives Information Search Information Search Need/Problem Recognition Need/Problem Recognition Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps
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© 2011 Robert H. Smith School of Business University of Maryland Need/Problem Recognition Imbalance between Present & Preferred State Present Status Present Status Preferred State Preferred State I n t e r a l S i m u E x
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© 2011 Robert H. Smith School of Business University of Maryland Information Search Internal Information Search Recall information in memory External Information search Seek information in outside environment Non-marketing controlled Marketing controlled
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© 2011 Robert H. Smith School of Business University of Maryland Successive Sets Involved in Consumer Decision Making Total Set Apple, Dell, HP, Toshiba, Compaq, NEC Awareness Set Apple, Dell, Toshiba, Compaq Evoked/Consideration Set Apple, Dell, Toshiba Choice Set Apple, Dell Purchase Apple
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© 2011 Robert H. Smith School of Business
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Ch. 6 Consumer Buying Student Version - Consumer Decision...

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