Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MANAGEMENT
CONSUMER
BUYER
BEHAVIOUR
SESSION
EIGHT
Session Objectives
Understanding the consumer decision making
process.
Appreciate how those processes differ between
different buying situations.
Understand the influences that affect decisionmaking.
Appreciate the implications of those processes
and influences for marketing strategies.
Information search
Information evaluation
Decision
Post-Purchase Evaluation
Purposeful
Search
Im hungry
Problem recognition
Whats available?
Information search
Cakes or chocolate?
Information evaluation
Snickers!
Decision
Post-purchase evaluation
Sociocultural
Regulatory
Technological
Political
Economic
Competitive
Personality
Perception
Motivation
Attitude
Introvert
Extravert
Selective attention
Selective perception
Selective retention
Fulfilment
Success
Membership
Security
Sex
Self-actualisation
Esteem
Belongingness
Safety
Physiological
Potential
Status
Affection
Protection
Hunger
Cognitive
Affective
Conative
Social class
Reference groups
Culture
Family
Sub-culture
Individual
Institutions
Culture
Societal
environment
Membership
Aspirant
Initiator
Influencer
User
Purchasing
Decision
Purchaser
Decider