University:
California State University, Northridge
Course:
MKT 304 | Marketing Management
Academic year:

2023
Views:

18

Pages:

2
Author:

Mahmoud M.

Marketing notes Consumer Behavior • Women are driving the US auto industry. • Company outperforms most men by meeting women's needs. • Consumer Behavior: The actions a person takes when purchasing and using products and services. Consumer Purchasing and Decision Process • Decision Process: The stages a consumer goes through when choosing a product or service to buy. Five Plates: Problem Analysis, Data Analysis, Alternative Analysis, Purchasing Decision Making and Subsequent Behavior. Problem Awareness: Vision Needs • Problem Awareness: Seeing the big difference between the ideal situation and the real situation is enough to make a decision. Example: Notice that your laptop is not working properly. In business, an advertising or salesperson can open to a customer's decision by showing the scarcity of competing (or existing) products. Searching for Information • Consumers begin to seek information on which products or services will meet new needs. • Internal search: Search memory for previous experiences with objects or types. • External Research: Required when previous knowledge and experience is insufficient. Sources: personal sources (relatives, friends), public sources (TV consumer programs, consumer reports), merchant data (data from vendors, including advertisements, company websites). Alternative Valuation: Valuation • The search term may not be sufficient as does not include everything you might consider when evaluating a property. These attributes are: Testimonials Goals representing names and Attributes that you use to compare different products and types. • Decisions: The product group that the customer agrees to buy from is all the names he knows on the products. Purchase decision: Purchase price • You are almost ready to buy; two options remain by whom and when to take it. • At "buying", the store, the price (support?), the happiness of the purchase, , etc. • “Buying from” depends on the terms of sale, previous purchases from the seller and the return policy. Post-Purchase Behavior: Use value or use • After purchasing, the customer compares their expectations and makes a satisfaction or dissatisfaction decision. it can influence repeat purchasing behavior. • Uncertainty: post-purchase anxiety (Should I buy from another brand?) To reduce this, customers feel proud that they made the right choice and get approvals by asking their friends about the chosen products. Collaborative and adaptive problem solving