F10+MKTG+3104+Student+5.+Consumer+Behavior+ppt

Alternative evaluation purchase decision postpurchase

This preview shows page 14 - 20 out of 25 pages.

Alternative Evaluation Purchase Decision Postpurchase Behavior Routine Problem Solving (habitual purchase) Critical distinction: Is the process routine/habitual out of brand loyalty or inertia ? Inertia (repeat purchase because it is not important enough to rethink earlier decisions) Brand loyalty (repeat purchase because of psychological commitment to the brand ) Types of Decision Processes
Image of page 14

Subscribe to view the full document.

Involvement Affects the Type of Decision Process Involvement = the personal, social, and economic significance of the purchase Think segments! Expensive product or Serious personal consequences or Social image High Involvement Problem Solving is Extended or Routine (Brand Loyalty) YES NO Low Involvement Problem Solving is Limited or Routine (Inertia)
Image of page 15
Perception Process The process of selecting, organizing, and interpreting information to create a meaningful picture of the world Selective=we perceive very little of what we are exposed to (Perception test)
Image of page 16

Subscribe to view the full document.

Exposure Consumer’s sense organ encounters a stimulus. The encounter, nothing else! Marketing Challenge Get products and communications into contact with the target segment. Key Marketing Mix Elements Distribution channels Media choices MINIMAL SCREENI NG
Image of page 17
Attention Consumer allocates effort to process stimulus. Marketing Challenges Get target segment to: process your product or communication 30 second Super bowl ad cost $2.5 - $2.8 million. Why? attend to critical elements Key Marketing Mix Elements Product (design, packaging) Promotion types and execution Channels shelf placement
Image of page 18

Subscribe to view the full document.

Attention What makes a consumer focus on your product or communication? 1. Personal relevance Ø. Perceptual vigilance Attend to meaningful stimuli Ø.
Image of page 19
Image of page 20
You've reached the end of this preview.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern