Class 2 - It's All About The Customer.pptx

Attitudes decision making adoption reinforcement

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Attitudes & Decision Making – Adoption, Reinforcement, Advocacy Influences whether consumers Will buy a brand Repeatedly purchase it Become loyal Recommend it to others, etc. 25
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What Are Attitudes? A mix of beliefs and importance weights Beliefs e.g., I think Sprite has caffeine Importance e.g., I think having caffeine is important Customers differ on both importance and beliefs 26
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Stage 1: Determine consideration set Non-compensatory method: if a brand doesn’t have important attributes, it is cut Stage 2: Compare brands to make a purchase decision Compensatory model (cost/benefits) One excellent attribute can compensate for a poor attribute 27 Decision Making
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Cultural Differences Socio-cultural differences influence consumers and produce shopping patterns Social class e.g., Old-monied people seek exclusivity; nouveaus indulge in conspicuous consumption Age e.g., Young people buy furniture; as they get older they buy diapers and minivans; then college and finally healthcare Education Gender Ethnicity 28
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How Do Consumers Buy ? Sensing and perceiving information that is learned and stored in memory (Awareness & Interest) Motivations help marketers understand what consumers are seeking to satisfy (Interest & Evaluation) Attitudes and decision making are subject to influence by good information and biases (Trial & Adoption) Social norms and product experience weigh heavily on Adoption, Reinforcement and Advocacy 29
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  • Spring '18
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