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Summary Notes to study Consumer Behaviour
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Consumer Behaviour (Solomon et al. ) Ch. 3,5,7,8,9,12
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Consumer Behaviour, Ch. 3,5,7,8,9,12
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Internal E- Perception - Trend
- Motivation Consumer Behaviour - Socia
- Culture
understand the processes involved when - Cultu
- Values individuals or groups select, purchase and use
products, services, ideas or experiences.
- Attitude
- Lifestyle
, 1 Problem Recognition Decision Making Process (DMP) How do Individua
• Occurs whenever consumers see a significant
difference between state of affairs and some
desired ideal state. i.e. need to relax • Cognitive (Rational – h
• Affective (emotional – ch
2 Information Search emotions);
• Consumers survey their environment for appropriate data to make a reasonable • Habitual (routine – i.e. w
decision.
Internal Factors Difference
• They are similar;
Personal Motivators Personality Income Health Lifestyle • Both visualize and des
of the decision making
Attitudes Family/work commitments Existing Knowledge • “CJ” is based on “DMP
Past Experience Hobbies and Interests
All alternatives
External Factors
Climate Special Promotions Advice from travel agents World of mouth Evoked Set Inert Set
Information from destinations, Health Problems Availability of suitable Products that we Products that we
travel media and vaccinations products will consider; will not consider;
Products already Bad (experience of
in our memory. the) Product.
3 Evaluation of Alternatives
• Where alternatives are identified, categorised and compared against evaluative criteria.
Marketers products are in the Evoked Set
4 Product Choice
• Against non-compensatory or compensatory decision rules. In this stage the consumer buys the product, takin
- The most preferred brand;
- Influence from other consumer attitudes;
5 Outcome - Price;
• Does product satisfy consumers needs and wants. - Benefits. E
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