Consumer Behavior. Influences on consumer behavior Psychological Decision making Attitudes and attitude change Sociocultural Reference groups Family decision making Culture and subculture. Consumer Problems and Recognition.
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Word of mouth, media,
store visits, trial
Routinized response (e.g., gas, sodas)
Limited problem solving (e.g., car service, fast food)
Extended problem solving (e.g., new car, computer, medical procedures)
Type of evaluation:
Compensatory: Decision based on overall value of alternatives (good attribute can outweigh bad ones)
Non-compensatory: Absolutely must meet at least one important criterion (e.g., car must have automatic transmission)Decision Issues
“Don’t give me that
same old cola, that
same old cola--
I want a rock’n’roller!”
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