Chapter 6_Consumer Decision Making

Chapter 6_Consumer Decision Making - Lamb, Hair, McDaniel...

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1 Lamb, Hair, McDaniel CHAPTER 6 Consumer Decision Making 2010-2011
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2 LO 1 Explain why marketing managers should understand consumer behavior LO 2 Analyze the components of the consumer decision- making process LO 3 Explain the consumer’s postpurchase evaluation process LO 4 Identify the types of consumer buying decisions and discuss the significance of consumer involvement Learning Outcomes Learning Outcomes
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3 LO 5 Identify and understand the cultural factors that affect consumer buying decisions LO 6 Identify and understand the social factors that affect consumer buying decisions LO 7 Identify and understand the individual factors that affect consumer buying decisions LO 8 Identify and understand the psychological factors that affect consumer buying decisions Learning Outcomes Learning Outcomes
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4 Understanding Consumer Behavior Consumer behavior Consumer behavior consumers make purchase decisions consumers make purchase decisions consumers use and dispose of product consumers use and dispose of product = HOW LO 1
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5 Consumer Decision-Making Process A five-step process used by consumers when buying goods or services. Consumer Decision-Making Process Consumer Decision-Making Process LO 2
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6 Consumer Decision-Making Process Postpurchase Behavior Postpurchase Behavior Purchase Purchase Evaluation of Alternatives Evaluation of Alternatives Information Search Information Search Need Recognition Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps LO 2
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7 Need Recognition Result of an imbalance between actual and desired states. Need Recognition Need Recognition LO 2
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8 Information Search Internal Information Search Recall information in memory External Information search Seek information in outside environment Nonmarketing controlled Marketing controlled LO 2
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9 External Information Searches Need More Need More Information Information More Risk Less knowledge Less product experience High level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Need Less Information Information LO 2
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10 Evoked Set Group of brands, resulting from an information search, from which a buyer can choose Evoked Set Evoked Set LO 2
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11 Evaluation of Alternatives and Purchase Evoked Set Evoked Set Purchase! Purchase! Analyze product attributes Analyze product attributes Rank attributes by importance Rank attributes by importance Use cutoff criteria Use cutoff criteria LO 2
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12 Purchase To buy or not to buy. ..
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This note was uploaded on 04/02/2012 for the course MKTG 300 taught by Professor Wong during the Spring '12 term at St. Xavier.

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Chapter 6_Consumer Decision Making - Lamb, Hair, McDaniel...

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