ADM 2320 Chapter Notes - Chapter 4: Consumer Reports, Marketing Mix, Relate
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Importance of understanding consumer behavior: understanding what consumers do, and why they do it, is a vital first step towards being able to predict and ultimately influence the behavior. This helps marketers provide a more relevant marketing mix to the consumer. Consumer purchase decision process: a five process used by consumers when buying goods or services. External and internal stimuli: a perso(cid:374)"s a(cid:272)tual state a perso(cid:374)"s desired state. Pertain to the performance of a product or service: psychological needs. Pertain to the personal gratification consumers associate with a product or service. Internal information search: recall information from memory. External information search: personal sources (relatives, friends, colleagues, etc. , public sources (consumer reports, government agencies, etc. , marketing controlled sources (advertising, store displays, company websites, etc. , experiential sources (handling, examining, using the product) Fa(cid:272)tors affe(cid:272)ti(cid:374)g co(cid:374)su(cid:373)ers" sear(cid:272)h pro(cid:272)ess: perceived benefits = perceived cost.