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Unformatted text preview: Chapter 5 Slide 1 Consumer behavior – process that individual or groups go through to select, purchase, use, and dispose of goods, services, ideas, experiences to satisfy needs and wants. Slide 2 Consumer Process 1. Problem recognition: buyer recognizes that they have a problem or need 2. Information search: look at all of the information sources and pull together choice possibilities – Personal sources: Family, friends Public sources: internet, consumer reports 3. Evaluation of alternatives: Take the choice possibilities and narrow them down to a choice set (3-5 options): pros and cons 4. Purchase decision: we make the choice! Heuristics-decision guidelines A. Price = quality, higher the price higher the quality B. Brand loyalty C. Country of origin – assumption that a product has certain characteristics based on where it was manufactured 5. Postpurchase behavior: evaluates their level of satisfaction/dissatisfaction Slide 3 Complex buying behavior---extended problem solving---Dissonance reducing buying behavior...
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This note was uploaded on 04/09/2012 for the course MKTG 311 taught by Professor Carpenter during the Spring '12 term at Old Dominion.
- Spring '12