Consumer Decison Making

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Lamb, Hair, McDaniel

Consumer DecisionMaking


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Consumer Behavior

Consumer

Behavior

Consumer Behavior

is the Study of

Consumer Decision

Making Process

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

Postpurchase

Behavior

PostpurchaseBehavior

Purchase

Purchase

Evaluationof Alternatives

Evaluationof Alternatives

Information Search

Information Search

Need Recognition

Need Recognition

Cultural, Social,Individual andPsychological

Factors

affectall steps

Cultural, Social,Individual andPsychological

Factors

affectall steps


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Consumer Decision Making

Process


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Situational Influences on the

Buying Decision Process

Situational Influences Factors that can influence a buyers purchase decision

and may cause the buyer to shorten, lengthen, or

terminate the process. Situational Factors Include

Physical surroundings

Social surroundings

Time perspective Reason for purchase

Buyers momentary moodand condition


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Psychological Influences on

the Buying Decision Process

Psychological Influences Factors that in part determine peoples general

behavior, thus influencing their behavior as consumers

Psychological Influences Include Perception

Motives

Learning Attitudes

Personality and self concept

Lifestyles


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Maslows

Hierarchy of Needs


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Core ValuesCore Values

SuccessSuccess

MaterialismMaterialism

FreedomFreedom

ProgressProgress

YouthYouth

CapitalismCapitalism


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Social Influences on the

Buying Decision Process

Social Influences The forces other people exert on ones buying

behavior

Social Influences Roles

Family

Reference groups Opinion leaders

Social class

Culture and subcultures


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Consumer Buying Decisions and

Consumer Involvement


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Discussion Questions

1. What is consumer decision making process? Takeautomobile as an example and explain each step of theconsumer decision making process.

2. Explain the influence of Situational, Psychological and

Social Influences on consumer decision making process.3. What is the difference between culture and subculture?

Why do marketing managers need to understand cultureand subculture in a society?

4. How does the level of consumer involvement in purchaseaffect consumer decision making? Explain.

5. What is post purchase cognitive dissonance? How amarketer can reduce cognitive dissonance?

Consumer Decison Making

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