24415 Chapter Notes - Chapter 5: Target Market, Permission Marketing, Cognitive Dissonance
Document Summary
Chapter 5 customers, segmentation and target marketing. Buyer behaviour in consumer markets: often irrational and unpredictable, progresses through 5 stages. Issues in the buying process: consumers do not always follow stages in the sequence and can be swayed by brand loyalty. Involves making parallel decisions what/where to buy: bias towards a merchant limits purchasing power. Information search: marketing activities can stimulate a desire for information, passive information search, active information search, sources of information. Evaluation of alternatives: consumers evaluate products as bundles of attributes, each attribute has a different level of importance, priority of choice criteria can change during the process. Important considerations: products must be in the evoked set, co(cid:374)su(cid:373)ers" (cid:272)hoi(cid:272)e (cid:272)riteria (cid:373)ust (cid:271)e u(cid:374)derstood, marketing programs must be designed to, change priority of choice criteria, cha(cid:374)ge (cid:272)o(cid:374)su(cid:373)ers" opi(cid:374)io(cid:374)s a(cid:271)out produ(cid:272)t or (cid:271)ra(cid:374)d image. Factors affecting the consumer buying process: decision-making complexity, primary reason for variations in the buying process.
