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

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

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Unformatted text preview: Marketing 3104 Consumer Behavior 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) Influences on Consumer Decisions (See Figure 5-4) Influences on Consumer Decisions (See Figure 5-4) Consumer Decision Making Process Need = A difference between a current state and an ideal state (e.g., physiological, safety, social, personal/status , self-actualization) Problem Recognition: Feeling a need Consumer Decision Making Process Important marketing objectives Understand target segment needs/wants Trigger problem recognition by focusing on either ideal state or (undesired) actual Problem Recognition: Feeling a need Consumer Decision Making Process Important marketing objectives Internal Search Know what your target customers know External Search Problem Recognition: Feeling a need Information Search: Seeking value 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 targets evaluative criteria characteristics of the option that the consumer judges as part of a decision (e.g. Price, MPG, dealer location, all wheel drive, comfort) Create positive beliefs about your product on important evaluative criteria Problem Recognition: Feeling a need Information Search: Seeking value Alternative Evaluation: Assessing value Consumer Decision Making Process Important marketing objectives Understand where and when target segment buys Be in the right place , communicate at the...
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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.

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

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