Consumer Behavior

Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer Problems and Recognition ,[object Object],[object Object],[object Object],[object Object],[object Object]

CONSUMER DECISIONS: Theory and Reality in Consumer Buying Information Search Problem Recognition Evaluation of Alternatives Purchase Postpurchase Evaluation/ Behaviors Theory Complications

Approaches to Search for Problem Solutions INTERNAL EXTERNAL Memory Thinking Word of mouth, media, store visits, trial CATALOG

Cost vs. Benefits of Search ,[object Object],[object Object],[object Object],[object Object]

Decision Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Variety Seeking and Impulse Buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Don’t give me that same old cola, that same old cola-- I want a rock’n’roller!”

Psychological Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Attitude Change Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

One-sided vs. two sided appeals ,[object Object],[object Object],[object Object]

Sociocultural Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Potential Family Life Cycle Stages YOUNG SINGLE BLENDED SINGLE PARENT FULL NEST I/II/III EMPTY NEST I/II OLDER SINGLE YOUNG COUPLE

Economic/Marketing Implications of Household Cycles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Household Decision Making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

More Sociocultural Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organizational Buyers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Means-End Chain Large engine Fast acceleration Performance Feeling of power Self-esteem Aim promotion/ positioning at higher levels of chain ! Attributes Consequences Values

Consumer Behavior

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Consumer Behavior