AC 111 Lecture Notes - Lecture 2: Subculture, Search Engine Optimization, Movie Theater

• School: FIT
• Department: Advertising and Marketing Communications
• Course: AC 111
• Professor: ehrlich

Document Summary

For example, positioning frozen orange juice against fresh oranges: consumer decision making process- decision stage, problem recognition: consumer perceives a problem, need, or want and becomes motivated to solve or satisfy it. Someone with credibility from the media reports on your product. It is low cost and highly desirable for a product to be talked about in positive terms. Between them: consumers do not make purchase decisions in isolation. Any number of external factors may influence consumer decision making, including: culture the learned meanings, values, norms, and customs shared by a society. It is the broadest and most abstract influence on buyer behavior: subcultures the smaller groups within cultures whose beliefs, values, norms, and patterns of behavior set them apart from the larger cultural mainstream. It is one of the primary factors influencing our purchase decisions: situational determinants the specific situation in which consumers make a purchase decision or plan to use a product or service.