Chap005 - CHAPTER CONSUMER BEHAVIOR 05 5-2 LEARNING...

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Unformatted text preview: CHAPTER CONSUMER BEHAVIOR 05 5-2 LEARNING OBJECTIVES Consumer Behavior LO1 Articulate the steps in the consumer buying process. LO2 Describe the difference between functional and psychological needs. LO3 Describe factors that affect information search. LO4 Discuss post-purchase outcomes. LO5 List the factors that affect the consumer decision process. LO6 Describe how involvement influences the consumer decision process. 5-3 Fashion Photo by Astrid Stawlarz/Getty Images 5-4 The Consumer Decision Process 5-5 Need Recognition Functional needs Functional needs Psychological needs Psychological needs Royalty-Free/CORBIS ©Digital Vision/PunchStock 5-6 “It’s hard to find your litter box if you can’t smell it” FRESH STEP® is a registered trademark of The Clorox Pet Products Company Used with permission ©2009 The Clorox Pet Products Company Reprinted with permission 5-7 Search for Information 5-8 Factors Affecting Consumers’ Search Process Perceived Benefits Perceived Costs 5-9 The Locus of Control Internal Locus of Control = more search activities Internal Locus of Control = more search activities External Locus of Control = Fate, external factors External Locus of Control = Fate, external factors Royalty-Free/CORBIS ©Comstock/JupiterImages 5-10 Actual or Perceived Risk 5-11 Evaluation of Alternatives: Attribute Sets 5-12 Evaluation of Alternatives: Evaluate Criteria What are some of the features of a vacation that would be in your evaluative criteria?...
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This note was uploaded on 02/23/2012 for the course MARKETING 452 taught by Professor Timhartge during the Winter '12 term at University of Michigan-Dearborn.

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Chap005 - CHAPTER CONSUMER BEHAVIOR 05 5-2 LEARNING...

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