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  • Consumer Behavior

    Transféré par

    Saloni Sahu
    14 vues19 pages
    Consumer Behavior includes the decision processes that precede and follow these actions. Cognitive dissonance is common Types of Buying Decision Behavior Difference between brands Involvement Level High Low SigniTicant Differences Complex buying Intluences on buying behavior 0 Cultural 0 Social 0 Personal 0 Psychological (Maslow's Hierarchy)

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    Titre original

    Consumer Behavior (1)

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    Consumer Behavior includes the decision processes that precede and follow these actions. Cognitive dissonance is common Types of Buying Decision Behavior Difference between brands Involvement Level High Low SigniTicant Differences Complex buying Intluences on buying behavior 0 Cultural 0 Social 0 Personal 0 Psychological (Maslow's Hierarchy)

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    14 vues19 pages

    Consumer Behavior

    Transféré par

    Saloni Sahu
    Consumer Behavior includes the decision processes that precede and follow these actions. Cognitive dissonance is common Types of Buying Decision Behavior Difference between brands Involvement Level High Low SigniTicant Differences Complex buying Intluences on buying behavior 0 Cultural 0 Social 0 Personal 0 Psychological (Maslow's Hierarchy)

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 19

    Consumer Behavior

    WhatisConsumerBehavior
    Thoseactivitiesdirectlyinvolvedinobtaining, consuminganddisposingofproductsandservices, includingthedecisionprocessesthatprecedeand followtheseactions

    Psychology

    Economics

    Sociology

    Physics

    Anthropology

    MARKETING!!

    BasicStimulusResponse Model

    BuyerDecisionProcess
    0 FiveStages: 0 Needrecognition 0 Informationsearch 0 Evaluationofalternatives 0 Purchasedecision 0 Postpurchasebehavior

    ProcessStage1Need recognition
    0 Needscanbetriggeredby: 0 Internalstimuli
    0 Normalneedsbecomestrongenoughtodrivebehavior

    0 Externalstimuli 0 Advertisements 0 Friendsoffriends

    ProcessStage2Information Search
    0 Consumersexhibitheightenedattentionoractively

    searchforinformation. 0 Sourcesofinformation:
    0 Personal 0 Commercial 0 Public 0 Experiential

    0 Wordofmouth

    ProcessStage3Evaluation ofAlternatives
    0 Evaluationproceduredependsontheconsumerand

    thebuyingsituation. 0 Mostbuyersevaluatemultipleattributes,eachof whichisweighteddifferently. 0 Attheendoftheevaluationstage,purchaseintentions areformed.

    ProcessStage4Purchase Decision
    0 Twofactorsintercedebetweenpurchaseintentions

    andtheactualdecision:
    0 Attitudesofothers

    0 Unexpectedsituationalfactors

    ProcessStage5Post PurchaseBehavior
    0 Satisfactionisimportant:
    0 Delightedconsumersengageinpositivewordofmouth. 0 Unhappycustomerstellonaverage11otherpeople. 0 Itcostsmoretoattractanewcustomerthanitdoestoretain

    anexistingcustomer.

    0 Cognitivedissonanceiscommon

    TypesofBuyingDecision Behavior
    Differencebetween brands InvolvementLevel High Low

    SigniTicant Differences

    Complex buying Dissonance reducing

    Varietyseeking

    Few Differences

    Habitualbuying

    InTluencesonbuying Behavior
    0 Cultural 0 Social 0 Personal 0 Psychological(MaslowsHierarchy)

    Cultural
    0Culture 0Subculture
    0Hispanicconsumers 0AfricanAmericans 0AsianAmericans 0Matureconsumers

    0SocialClass

    Social
    0 Groups 0 Membership 0 Reference
    0 Aspirationalgroups

    0 Opinionleaders 0 Buzzmarketing

    0 Family 0 ChildrencaninTluence 0 RolesandStatus

    Personal
    0 Ageandlifecycle 0 Occupation 0 Economicsituation 0 Lifestyle
    0 Activities,interests,andopinions 0 Lifestylesegmentation

    0 Personalityandselfconcept
    0 Brandpersonality

    BrandPersonalityDimension
    Sincerity Ruggedness Excitement Competence

    Sophistication

    Psychological
    0 Motivation
    0 Needsprovidemotivesforconsumerbehavior 0 Motivationresearch 0 Maslow shierarchyofneeds

    0 Perception
    0 Selectiveattention,selectivedistortion,selectiveretention

    0 Learning
    0 Drives,stimuli,cues,responsesandreinforcement

    0 Beliefsandattitudes

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