Notes on Consumers as Customers - Decision Making | MKTG 3104, Study notes of Marketing Management

Download Notes on Consumers as Customers - Decision Making | MKTG 3104 and more Study notes Marketing Management in PDF only on Docsity! Consumers as Customers: Decision Making From Last Class… • What “demographics” means to marketers • How we describe markets with demographics – Variables that affect market structure – Dynamic nature of demographic descriptions • Key demographic trends and implications for marketers Decision Elements • Decision Statement – What are we trying to decide? • Alternative Identification – What are the options? • Decision Criteria – How are we going to judge the merits of each alternative? Consumers as Decision Makers • The purchase decision process • Problem recognition: Perceiving a need • Information search: Seeking value • Alternative evaluation: Assessing value • Purchase decision: Buying value • Post-purchase behavior: Consuming value A Brief Concept Review • A decision is… • Problem recognition: actual ≠ desired state • Information search: different types • Alternative evaluation: different strategies • Purchase: more decisions • Post-purchase: potential dissatisfaction and/cognitive dissonance