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Transcript
MARKETING BEGINS WITH CUSTOMERS 6.1 Understanding Consumer Behavior 6.2 What Motivates Buyers? 6.3 Types Of Decision-Making © South-Western Publishing UNDERSTANDING CONSUMER BEHAVIOR GOALS for Lesson 6.1 Describe the importance of understanding consumer behavior. Demonstrate and understanding of consumer wants and needs. © South-Western Publishing Consumer Behavior Final consumers Business consumers © South-Western Publishing Consumers’ Wants and Needs A want is an unfulfilled desire. A need is anything you require to live. © South-Western Publishing Maslow’s Hierarchy of Needs Self-Actualization (to realize your potential) Esteem (respect and recognition) Social (friends, love, belonging) Security (physical safety and economic security) Physiological (food, sleep, water, shelter, air) © South-Western Publishing WHAT MOTIVATES BUYERS? GOALS for Lesson 6.2 Distinguish between different buying motives. Describe the five steps of the consumer decision-making process. © South-Western Publishing Buying Motives Emotional motives Rational motives Patronage motives © South-Western Publishing The DecisionMaking Process Postpurchase Evaluation Purchase Alternative Evaluation Information Search Problem Recognition © South-Western Publishing TYPES OF DECISION-MAKING GOALS for Lesson 6.3 Describe the influences on the consumer decision-making process. Explain how consumers and businesses use routine, limited, and extensive decision-making. © South-Western Publishing Influences on the Consumer Decision-Making Process Personality Social class Cultural environment Reference groups © South-Western Publishing Types of Decision-Making Routine decision-making Limited decision-making Extensive decision-making © South-Western Publishing Marketers’ Response If the consumer considers alternatives If the consumer is brand-loyal © South-Western Publishing