class notes[1].buyer behavior.3-1

class notes[1].buyer behavior.3-1 - experienced once a...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Buyer Behavior MKTG 370 Week 3.1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Consumer Decision Process A comprehensive model of consumer decision making, the Engel, Blackwell and Minard model maps out a decision process during which a range of internal and external variables continually intervene to influence the final purchase. A roadmap of consumer's minds
Background image of page 2
Need Recognition Occurs when an individual senses a difference between what he or she perceives to be the ideal versus the actual state of affairs. If marketers know where consumers “itch,” they have a better idea of where to “scratch.” Marketers often communicate a need, thereby raising consumers’ awareness of unperceived needs or problems. Need Recognition The starting point of any purchase decision.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Understanding Pre-Purchase Processes Why businesses need to understand need recognition. No Need Recognition Need Recognition
Background image of page 4
Understanding Pre-Purchase Processes Five types of outcome-driven motives : How would marketing actions differ ? A sense of drive to action (motivation arousal) is
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 6
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 8
Background image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: experienced once a problem has been recognized. Search for Information Search may be _____________________ , or it may be _____________________ Search may be _____________________ What factors influence the length and depth of search? Consumers search for solutions to satisfy their needs. Need Recognition Environmental Influences Individual Differences Search Understanding Pre-Purchase Processes How much do consumers search? Value of understanding consumer search processes. Need Recognition Internal Search External Search yes no Understanding Pre-Purchase Processes What drives external search activity? Search for Information Information may be received from a variety of sources. Everyone is exposed to a barrage of messages competing for their attention, but each comprehends, accepts, and retains only a few. How do consumers process new information? Memory Stimuli/ Information...
View Full Document

Page1 / 9

class notes[1].buyer behavior.3-1 - experienced once a...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online