F10+MKTG+3104+Student+5.+Consumer+Behavior+ppt

F10 MKTG 3104 Studen - Marketing 3104 Consumer Behavior Objectives for Consumer Behavior Content Overview the types of influences on consumer

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing 3104 Consumer Behavior
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Objectives for Consumer Behavior Content Overview the types of influences on consumer decisions Explain consumer decision processes and their important characteristics Examine consumer perception (selective and subjective)
Background image of page 2
Influences on Consumer Decisions (See Figure 5-4)
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Influences on Consumer Decisions (See Figure 5-4)
Background image of page 4
Consumer Decision Making Process Need = A difference between a current state and an ideal state (e.g., physiological, safety, social, personal, self-actualization) Problem Recognition: Feeling a need
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Consumer Decision Making Process Important marketing objectives Understand target segment needs/wants Trigger problem recognition by focusing on either ideal state or actual state Problem Recognition: Feeling a need
Background image of page 6
Consumer Decision Making Process Important marketing objectives Internal Search Know what your target customers know External Search Identify information sources used Monitor and influence information Problem Recognition: Feeling a need Information Search: Seeking value
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Consumer Decision Making Process Important marketing objectives Get into the consideration set ( brands consumer evaluates and thinks of as an acceptable choice during a decision process) Identify target’s evaluative criteria – characteristics of the option that the consumer judges as part of a decision Create positive beliefs about your product on important evaluative criteria Problem Recognition: Feeling a need Information Search: Seeking value Alternative Evaluation: Assessing value
Background image of page 8
Consumer Decision Making Process Important marketing objectives Understand where and when target segment
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/02/2012 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

Page1 / 25

F10 MKTG 3104 Studen - Marketing 3104 Consumer Behavior Objectives for Consumer Behavior Content Overview the types of influences on consumer

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online