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Essentials of Marketing 7th Edition

Essentials of Marketing (7th Edition)

Book Edition7th Edition
Author(s)Hair, Lamb
PublisherCengage Learning
Chapter 6, End Of Chapter, REVIEW AND APPLICATIONS, Exercise 1.1
Page 224

Explain why marketing managers should understand consumer behavior.


Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the products they buy. An understanding of consumer behavior reduces marketing managers' uncertainty when they are defining a target market and designing a marketing mix.


The type of decision making a consumer uses for a product does not necessarily remain constant. Why? Support your answer with an example from your own experience.


The general decision making follows the five-step process-

  • Need recognition-The difference between what the customers have and what they want will generate the need.
  • Information search-The information about the various products considering the alternatives.
  • Evaluation of alternatives and purchase-The evaluation of various alternatives among various choices available.
  • Purchase-The purchase action of the product after choosing the product.
  • Post-purchase- The behaviour of the customers after the purchase.

The five-step process is not the same for all the products. Generally following involvement purchases the information search option is not considered.

 The purchase of a washing machine will involve a high-end decision.

  • Need recognition- The need for the machine in the new house.
  • Information search- The information for various types of washing machines obtained before making the purchase.
  • Evaluation of alternatives and purchase- The evaluation of various brands available and finally making a purchase.
  • Post-purchase-The customer service after making the purchase.

While in the case of purchasing chocolate the need is recognised on the spot seeing the chocolate. Then direct-purchase happened.

Verified Answer

The type of decision making generally is not constant; it will depend upon various factors like the nature of the product, purpose etc.

Example- The purchase of a washing machine will involve the formal decision making While the purchase of chocolate will follow impulse decision.

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