Number of product situational and individual factors Self congruity is likely

Number of product situational and individual factors

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- Number of product, situational and individual factors. Self-congruity is likely to matter more for product as perfume where value-expressions symbolism is critical. Secondly, situation involves public than private. Finally, more for who place heavy weight on the opinions and feeling than who do not. Self-concept is defined as the totality of the individual’s thoughts and feelings having reference to himself or herself as an object. 4. Self-concept is divided into 4 basic part who I am now (actual self-concept) who I would like to be (ideal self-concept). how I am or would like to be to myself (private self-concept) how I am seen by others or how I would like to be seen by others (social self- concept). 5. How to measure VALS ? VALS is based on enduring psychological characteristics that correlated with purchase patterns. Respondents are classified according to their primary motivation. There are two dimensions of VALS: Primary motivation and resource:
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Primary motivation includes Ideal motivation: these consumers are guided in their choices by their belief and principles rather than feeling or desire for social approval. They purchase functionality and reliability. Achievement motivation: these consumer strive for a clear social position and are strongly influenced by the actions, approval, and opinion of others. They purchase symbol status. Self-expression motivation: These action-oriented consumer strive to express their individuality through their choices . They purchase experiences. Resource: reflect the ability of individual to persue their dominance self-orientation. CHAPTER 14: 1. three types of consumer decision making: - Nominal Decision Making: sometimes referred to as habitual decision making, in effect involves no decision per se. a problem is recognized, internal search which brand is purchased, and an evaluation occurs only if the brand fails to perform as expected. Nominal decisions occur when there is very low involvement with the purchase. Nominal Decision Making divided into two categories: Brand loyal Purchase, Repeat Purchase - Limited Decision Making: involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation. Limited decision making also occurs in response to some emotional or situational needs - Extended Decision Making: involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation. It is the response to a high level of purchase involvement. 2. List and discuss the four concerns marketing managers have related to problem recognition. 1) Discovering Consumer Problems: A wide variety of approaches are used to determine the problems consumers face. There are some technique used to research customers: most commonly is survey and second ís focus group.
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