[5]con beh internal factors - Segmentation * General...

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Unformatted text preview: Segmentation * General discussion Consumer Behavior *Internal Influences External Influences Self Concept Lifestyle Consumer Decision Making: Situations to Consider * This is what this lecture outline covers Segmentation Target Segments: • Behaviors • Geography • Demographics • Psychographics • Business Buyers Consumer Behavior Get to know people Figure out how your product fits into their lives *Internal Influences External Influences Self Concept Lifestyle Situations to Consider * This is what this lecture outline covers internal influences This is the broad outline for the lecture. We’ll be talking about each of these in detail. Perception – process, factors, biases Learning – cognitive, classical, instrumental, modeling, simplify/complicate Hedonic Consumption Maslow - motives/needs McGuire - needs perception Perceptual process Factors that shape perception Biases in the perceptual process perceptual process Physical Data Ad package display, price tag, news item, blog, you tube video Sensation Pay attention to object or environment Taste, smell, see, hear, touch EX: Grimaldi’s Pizza; Organization Categorize by matching sensed stimulus with similar object categorize in memory Identify stuff, then classify EX: “Ford, Chevrolet, Toyota” for same Truck...
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This note was uploaded on 03/09/2012 for the course ADV 300 taught by Professor Hall during the Spring '08 term at University of Illinois, Urbana Champaign.

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[5]con beh internal factors - Segmentation * General...

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