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CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

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CONSUMER BEHAVIOR

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  1. CONSUMER BEHAVIOR CHAPTER 5

  2. CONSUMER PURCHASE DECISION PROCESS • Problem Recognition: Perceiving a Need • Information Search: Seeking Value • Alternative Evaluation: Assessing Value • Evaluative criteria • Evoked set • Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use • Cognitive dissonance

  3. CONSUMER PURCHASE DECISION PROCESS • Involvement and Problem-Solving Variations • Routine Problem Solving • Limited Problem Solving • Extended problem Solving • Involvement and Marketing Strategy • Situational Influences

  4. Influences on the consumer purchase decision process

  5. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Motivation and Personality • Motivation • Personality • National character • Self-concept • Perception • Selective Perception • Subliminal perception • Perceived Risk

  6. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Learning • Behavioral Learning • Cognitive Learning • Brand Loyalty • Values, Beliefs, and Attitudes • Attitude Formation • Attitude • Beliefs • Attitude Change • Lifestyle

  7. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence • Opinion Leadership • Word of Mouth • Reference Groups • Family Influence • Consumer Socialization • Family Life Cycle • Family Decision Making

  8. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Social Class • Culture and Subculture • African-American Buying Patterns • Hispanic Buying Patterns • Asian Buying Patterns