An Overview of Marketing

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Lamb, Hair, McDaniel
CHAPTER 6
Consumer Decision Making
2
Consumer Behavior
3
Consumer Decision-Making Process
4
Consumer Buying Decisions and Consumer Involvement
5
Consumer Decision Making Process
6
Situational Influences on the Buying Decision
Process

• Situational Influences
• Factors that can influence a buyers purchase
  decision and may cause the buyer to shorten,
  lengthen, or terminate the process.
• Situational Factors Include
• Physical surroundings
• Social surroundings
• Time perspective
• Reason for purchase
• Buyers momentary mood and condition

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Psychological Influences on the Buying Decision
Process

• Psychological Influences
• Factors that in part determine peoples general
  behavior, thus influencing their behavior as
  consumers
• Psychological Influences Include
• Perception
• Motives
• Learning
• Attitudes
• Personality and self concept
• Lifestyles

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Maslows Hierarchy of Needs
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Social Influences on the Buying Decision Process

• Social Influences
• The forces other people exert on ones buying
  behavior
• Social Influences
• Roles
• Family
• Reference groups
• Opinion leaders
• Social class
• Culture and subcultures

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Cognitive Dissonance
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Ch 6 Discussion Questions

1. What is consumer decision making process? Take
   automobile as an example and explain each step of
   the consumer decision making process.
2. Explain the influence of Situational,
   Psychological and Social Influences on consumer
   decision making process.
3. What is culture and subculture? Why do marketing
   managers need to understand culture and
   subculture in a society?
4. How does the level of consumer involvement in
   purchase affect consumer decision making?
   Explain.
5. What is post purchase cognitive dissonance? How a
   marketer can reduce cognitive dissonance?