Consumer Decision Making

Consumer Decision Making

1. Understanding

   • Behavior
     • Need recognition
     • Learning
   • Reduces uncertainty
   • Limited decision making
     • Feedback
   • Extensive decision making

2. Target Market

   • Marketing mix
   • Engagement ªInternal ªExternal Information
     • Evaluates then makes purchase guidelines
       • Expectations
       • Cognitive Dissonance
       • High-involvement decision
       • Low-involvement decision
         • ªBrand loyalty ªLack of personal identification with the product
       • Cultural Factors influence
       • Consumers seek others' opinions
   • Life cycle stage
   • Perception allows consumption problems
   • Motivation

3. Men & Women differ in social and economic roles