Consumer Decision Making

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Consumer Decision
Making

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Consumer Behavior
Consumer Behavior Processes a consumer uses to
make purchase decisions, as well as to use and
dispose of purchased goods or services also
includes factors that influence purchase
decisions and the product use.
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Consumer Decision-Making Process
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Need Recognition
Need RecognitionResult of an imbalance between
actual and desired states.
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Stimulus
StimulusAny unit of input affecting one or more
of the five senses
sight smell taste touch hearing
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Want
Want Recognition of an unfulfilled need and a
product (or attribute or feature) that will
satisfy it.
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Information Searches

• Internal Information Search
• Recall information in memory

• External Information search
• Seek information in outside environment
• Non-marketing controlled
• Marketing controlled

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Evoked Set
Evoked Set (consideration set) Group of brands,
resulting from an information search, from which
a buyer can choose.
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Cognitive Dissonance
Cognitive Dissonance Inner tension that a
consumer experiences after recognizing an
inconsistency between behavior and values or
opinions.
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Types of Consumer Buying Decisions
More Involvement
Less Involvement
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Five Factors influencing Decisions
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Level of Involvement
Factors Determining Level of Involvement
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Factors Influencing Buying Decisions
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Cultural Influences on Buying Decisions
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Core American Values
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Social Class Measurements
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Social Class and Education
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The Impact of Social Class on Marketing

• Indicates which medium to use for advertising
• Helps determine the best distribution for
  products

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Social Influences
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Opinion Leaders
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Family
Purchase Roles in the Family

• Initiators
• Influencers
• Decision Makers
• Purchasers
• Consumers

Children Influence Purchase Decisions
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pot.com
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Individual Influences
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Self-Concept
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Psychological Influences
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Perception
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A Consumers Selective Exposure

Exposure to over 2,500 advertisement messages
per day
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Maslows Hierarchy of Needs
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Types of Learning
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Beliefs and Attitudes
A learned tendency to respond consistently toward
a given object.
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