Ch. 6 and 7 Consumer and Business Buying Student Version

Ch. 6 and 7 Consumer and Business Buying Student Version -...

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© 2010 Robert H. Smith School of Business University of Maryland Consumer & Business Decision Making Ch. 6 & 7 Professor Whitney Fall 2010
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© 2010 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 Recognition Need Recognition Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps
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© 2010 Robert H. Smith School of Business University of Maryland The Consumer The Consumer Decision-Making Process Decision-Making Process Choose 2 products you or your family recently bought. One should be something that cost less than $25. One should be one that cost more than $100. Think about your decision making process. How did you identify a need for the product? Where or how did you search for information? How did you evaluate the options? What factors influenced your choice? Were you happy with your purchase?
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© 2010 Robert H. Smith School of Business University of Maryland Need Recognition How might Marketers attempt to influence need recognition? How has marketing influenced your recognition that you needed a product? 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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© 2010 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: Examples?
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© 2010 Robert H. Smith School of Business University of Maryland Outcome of Information Search: Evoked Set Group of brands, resulting from an information search, from which a buyer can choose Evoked Set Evoked Set What was the evoked set for some of your examples?
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© 2010 Robert H. Smith School of Business
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Ch. 6 and 7 Consumer and Business Buying Student Version -...

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