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Marketing Cheat Sheet - Revised

Culture democratic autocratic consultative consensus

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Unformatted text preview: (manipulate 1 variable) / Scanner (UPC Codes) / Panel C O N SU M ER D EC ISIO N P R O CESS 1 2 3 4 5 1. Functional (performance) / Psychological (personal gratification) 2. Internal (own memory) / External (outside personal knowledge) 3. Decision Criteria (consumer, compensatory) Heuristics (mental shortcuts): Price, Brand, Product Presentation 4. Ritual consumption 5. Reduce post- purchase dissonance C O N SU M ER B U YIN G B EH A V IO R Factors Affecting Buying Behavior: Psychological: motives, attitudes, perceptions, learning Situational: purchase, temporal, shopping Social: family, reference group Cultural: culture, subculture BU SIN ESS - TO - BU SIN ESS M A R...
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