CONSUMER BEHAVIOR. BUAD 307 MARKETING FUNDAMENTALS. Why does Staples sell Starbucks coffee?. Influences on and of Consumer Behavior. PERCEPTION/ SENSATION. MARKET RESEARCH. INFO SEARCH. COGNITION. CHOICES. STRATEGY. AFFECT. PREFERENCES. BELIEFS. CONSUMER. COMMUNICATION.
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Word of mouth, media,
store visits, trial
All possible options
Options that readily come to mind
Options that will be considered by the consumer
Note: Retrieved and evoked sets will vary among different consumers
Ab= attitude toward brand b
Wi: weight of attribute I
Xib: belief about brand b’s performance on attribute I
Calculations will not be required on the exam. You should know conceptually what this involves conceptually—i.e., weighing importance and intensity of feeling.
PERCEPTIONS ARE NOT NECESSARILY ACCURATE. We are looking to work with what consumers believe.
But children/ obligations add cost
may change income distribution marriage
Product demand due to
singles with low expenses
empty nesters --> more incomeEconomic/Marketing Implications of Household Cycles
positioning at higher
levels of chain!
Feeling of power