MOS 1021 Consumer Behaviour Chapter 3 Summary

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Western University
Management and Organizational Studies
Management and Organizational Studies 1021A/B
James O' Brian

MOS 1021 Consumer Behaviour Chapter 3 Zenith Optimedia ZO Example Consumers contactinteract brand through Touch Points o Media used by consumers and mass media o Information sources including internet o Social activities o Product use o Salespeople o Word of mouth o Event marketingDetermine which communications programs best serve clientswhich combination of tools will bring greatest ROIInternet is central to marketing communications programs internationallyInternet is playing a more important role with aging consumersRecommendations from friendsfamily are most influential 22 more than TVTV ads are 20 more influential in Asia than in North AmericaNeed to understand consumers clearly to allocate marketing resources effectivelyefficientlyCreate databases of info to effectively evaluate impact of marketing programsEffective marketers keep an eye on target marketwork to understandsatisfy wantsneedsConsumer Purchase Decision ProcessStages a buyer passes through when making choices about which productsservices to buy o Problem RecognitionPerceiving a difference between havewantneed big enough to do somethingAds trigger decision process by showing shortcomings of competing products o Information SearchConsumers search for info on what will satisfy needInternal search scan memory for knowledge of previous brand experienceExternal search needed when no personal experience risk of decision is highcost of gathering info is lowPersonal sources relativesfriends who consumer trustsPublic sources internet productrating orgs consumer reports govMarketdominated sources ads websites salespeople display etc o Alternative EvaluationAssessing value by criteria determined through information searchEvaluative criteria objectivesubjective attributes of a brandBoth evaluative criteria are addressed in advertisingEvoked set group of brands a consumer would consider acceptable o Purchase DecisionChosen brand productWho to buy from retailerlocation past experience return policy
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