S12+MKTG+3104+5.+Consumer+Behavior+Part+1+Outline

S12+MKTG+3104+5.+Consumer+Behavior+Part+1+Outline - Pamplin...

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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%
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Marketing 3104 Consumer Behavior
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Objectives for Consumer Behavior Content Outline categories of influences on consumer decisions Explain the consumer decision process Types of decisions Important characteristics Marketing implications
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Influences on Consumer Decisions (See Figure 5-4)
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Influences on Consumer Decisions (See Figure 5-4)
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Consumer Decision Making Process Why do we care about this process? Process affects Outcome. 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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Consumer Decision Making Process Need = A difference between a current state and an ideal state Maslow’s categories of need: physiological safety social personal/status self-actualization Problem Recognition: Feeling a need
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Consumer Decision Making Process A consumer’s need is not for a product. A given need can be satisfied by very different
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S12+MKTG+3104+5.+Consumer+Behavior+Part+1+Outline - Pamplin...

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