Lecture-6---Consumer-decision-making-process(1)

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1、MSc.MarketingConsumerDecision-MakingProcess8Nov2011:Lecture6AlexLeeConsumerDecision-MakingProcess5)Post-purchaseBehavior4)Purchase3)EvaluationofAlternatives2)InformationSearch1)NeedRecognitionCultural,Social,IndividualandPsychologicalFactorsaffectallstepsThinkofarecentimportantpurchase–brief

2、lydrawaflowchartofthestepsyourecallmovingthroughfromtheawarenessofneedtopostpurchaseWhatinfluencedyouateachstep?Stimuli(marketerdominated,other)CompletemodelofconsumerbehaviorExternalsearchMemoryInternalsearchExposureAttentionComprehensionAcceptanceRetentionSearchNeedrecognitionAlternativeevalua

3、tionPurchaseOutcomesDissatisfactionSatisfactionIndividualdifferencesresourcesmotivation&involvementknowledgeattitudespersonality,values,lifestyleInfluencesculturesocialclassfamilysituationStartWhatarethetriggersthatinitiateanawareness&search?Whataretheinternal&externalsou

4、rcesofthesetriggers?Howdoyouknowwhentoshop(foreachstage)?NeedRecognition–whythishappens?PreferredStateMarketinghelpsconsumersrecognize(orcreate)animbalancebetweenpresentstatusandpreferredstateWhenacurrentproductisn’tperformingproperlyWhentheconsumerisrunningoutofanproductWhenanotherproductseemss

5、uperiortotheonecurrentlyusedWhenthereisaneedtoincreaseincome/revenuetomeetthecompany’starget.Theinformationsearch-Internal&ExternalAninternalsearchinvolvesthescanningofone'smemorytorecallpreviousexperiencesorknowledgeconcerningsolutionstotheproblem--oftensufficientforfrequentlyp

6、urchasedproducts.Anexternalsearchmaybenecessarywhenpastexperienceorknowledgeisinsufficient,theriskofmakingawrongpurchasedecisionishigh,and/orthecostofgatheringinformationislow.Personalsources(friendsandfamily)Publicsources(ratingserviceslikeConsumerReports)Marketer-dominatedsources(advertisingor

7、salespeople)gobacktoyourpastpurchase–whatwerethespecificinternalandexternalsourcesofinformationthatinfluencedyourdecision?howdoyoudetermine(andrate)thecredibilityofthesesources?whatspecificinformationinfluencedyou?BuyerBehaviorInitiator:thepersonwhofirstsuggestsor