Lec CB 3 - Consumer Behavior Dr Ehab M. ABOU AISH Associate...

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Consumer Behavior   Dr Ehab M. ABOU AISH Associate Prof. of Marketing
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Dr ABOU AISHCh.14 2 Agenda Know:   - CDP - Types of CD - Factors affecting CDP Understand - How the type of CD affect the CDP - How marketing managers should affect both need  recognition and information search stages of CDP - What level of external search customers will do Apply - Strategies affecting both need recognition and  information search stages in different contexts  
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Dr ABOU AISHCh.14 3 The Consumer Decision Process (CDP) Need recognition Information search Alternatives evaluation Post-purchase behavior Purchase It is a roadmap in the customers minds Divestment Consumption
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Dr ABOU AISHCh.14 4 1- Need Recognition The discrepancy exists between the actual state  (current situation) and desired state (the situation  the customer needs to be in). [When Actual = Desired       No Need Recognized] [When Actual < or > Desired     Need Recognized]
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Dr ABOU AISHCh.14 5 2- Information Search • Search for information either Internally (memory  knowledge) or externally (marketplace, family,  friends, online. ..) to satisfy the unmet needs. • External information search go through the  process of; exposure, attention, comprehension,  acceptance and retention (in memory) 
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Dr ABOU AISHCh.14 6 3- Pre-Purchase Evaluation • The standards and specifications customers use to  compare different products and brands (evaluative  criteria; Salient attributes and Determinant  attributes). 
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Dr ABOU AISHCh.14 7 4- Purchase • Choosing both the retailer and the brand (in store  choice). Consumers sometimes buy something  quite different from what they intended to buy  because of what happen during the purchase
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Dr ABOU AISHCh.14 8 5- Consumption • The consumers take possession of the product and  use the product 
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9 6- Post-purchase Evaluation
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This note was uploaded on 03/19/2012 for the course MRKT 602 taught by Professor Mohamed during the Spring '12 term at Manor.

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Lec CB 3 - Consumer Behavior Dr Ehab M. ABOU AISH Associate...

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