S12%20MKTG%203104%205%20Consumer%20Behavior%20Part%201

S12%20MKTG%203104%205%20Consumer%20Behavior%20Part%201 -...

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1/22/2012 1 Pamplin Research Lab Dr. Zemack Rugar, Director Earn a maximum of 6 credits in MKTG 3104 Links on Scholar/Resources/Pamplin Research Lab Credits Addition to final average 1 = .33% 2 = .67% 3 = 1.00% 4 = 1.33% 5 = 1.67% 6 = 2.00% Marketing 3104 Consumer Behavior
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1/22/2012 2 Objectives for Consumer Behavior Content Outline categories of influences on consumer decisions Explain the consumer decision process Types of decisions Important characteristics Marketing implications Influences on Consumer Decisions (See Figure 5 4) Consumer Decision Making Psychological Socio Cultural Situational Marketing Mix
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1/22/2012 3 Influences on Consumer Decisions (See Figure 5 4) Consumer Decision Making Psychological “internal processes” Socio Cultural “others” Situational “temporary circumstances” Marketing Mix Product Channel Price Promotion Consumer Decision Making Process Why do we care about this process? Process affects __________. To influence outcomes, you need to understand and influence process. 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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1/22/2012 4 Consumer Decision Making Process Need = A difference between a current state and an ideal state Maslow’s categories of need:
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S12%20MKTG%203104%205%20Consumer%20Behavior%20Part%201 -...

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