IBM 301 Lecture Notes - Lecture 6: Consumer Behaviour, Decision-Making, Cognitive Dissonance

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Chapter 6: Consumer Decision Making
Understanding Consumer Behavior
Consumer behavior =
Consumers make purchase decisions
Consumers use and dispose of product
Consumer Decision-Making Process
1. Need recognition
a. Result of an imbalance between actual and desired states
b. actual status
c. desired state
d. Marketing helps consumers recognize an imbalance between actual status and
desired state
2. Information search
a. Internal information search
i. The process of recalling past information stored in memory
b. The process of seeking information in the outside environment
i. Nonmarketing-controlled: a product information source that is not
associated with ads or promotion
ii. marketing-controlled
3. Evaluation of alternatives
4. Purchase
5. Postpurchase behavior
Any unit of input affecting one or more of the five senses:
Understanding Needs and Wants
If marketers don’t understand the target market’s needs, the right good or service may not
be produced
An excellent way to understand needs is to view them as job statements or outcome
Marketers selling their products in global markets must observe the needs and wants of
consumers in various regions
Evoked Set: group of brands, resulting from an information search, from which a buyer can
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