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Consumer Buying Decision Process
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Objectives
Determine how cultural, social, personal,
and psychological factors influence
consumer buying behavior. Describe how the consumer makes a
purchasing decision.
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Model of Customer Buyer Behavior
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Consumer Buying Decision Process
Who Makes the Buying DecisionWho Makes the Buying Decision
Types of Buying DecisionsTypes of Buying Decisions
Stages in the Buying ProcessStages in the Buying Process
Marketers Must Identify and Understand:
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Outline the stages in the consumer
decision process.
Distinguish among three variations of
the consumer decision process:routine, limited, and extended problem
solving.
The proper understanding of Consumer
behavior helps the marketers in
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Consumer Buying Decision Process
Five-Stage Model of the Consumer Buying Process
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Consumer Buying Decision Process
Post-purchase Behavior:
Consumers expectations are compared to
performance
Post-purchase satisfaction influences future
behavior
Purchasing behavior
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Psychological influences affectconsumer behavior, particularly
purchase decision processes.
Socio cultural factors influence on
consumer behavior and their effects on
purchase decisions.
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Consumer Buying Decision Process
Post-purchase Behavior:
Consumers expectations are compared to
performance
Post-purchase satisfaction influences future
behavior
Purchasing behavior
Word-of-mouth communications
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Recognize how marketers can useknowledge of consumer behavior to
better understand and influence
individual and family purchases.
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Purchase decision process
CONSUMER
PURCHASE DECISION PROCESS
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Consumer Reportsevaluation of portable
compact disc players (abridged)
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Alternative Evaluation: Assessing
Value Evaluative criteria Evoked set
Purchase Decision: Buying Value
Postpurchase Behavior: Value in
Consumption or Use Cognitive dissonance
CONSUMER PURCHASE
DECISION PROCESS
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Involvement and Problem-SolvingVariations
CONSUMER PURCHASE
DECISION PROCESS
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Comparison of problem-solving Variations
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Involvement and Problem-Solving
Variations (cont)
Routine Problem Solving
Limited Problem Solving
Extended problem Solving
Involvement and Marketing Strategy
Situational Influences
CONSUMER PURCHASE
DECISION PROCESS
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Influences onthe consumer
purchase
decision
process
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Motivation and Personality
Motivation
Personality National character
Self-concept
Perception Selective Perception
Subliminal perception
Perceived Risk
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
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Hierarchy
of needs
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Learning
Behavioral Learning Cognitive Learning
Brand Loyalty
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
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Values, Beliefs, and Attitudes
Attitude Formation Attitude
Beliefs
Attitude Change
Lifestyle
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
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Personal Influence
Opinion Leadership
Word of Mouth
Reference Groups
Family Influence Consumer Socialization
Family Life Cycle
Family Decision Making
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
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Social Class
Culture and SubcultureAfrican-American Buying Patterns
Hispanic Buying Patterns
Asian Buying Patterns
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
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