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Understanding Consumer Behaviour Understanding consumers: the key questions Who is important? What are their choice criteria? How do they buy? Customers Where do
they buy? When do they buy? The Decision-making Unit 1. 2. 3. 4. 5. 6. Initiator Influencer Decider Buyer User
Gatekeeper Virgin Media Virgin Media targets its advertising at all members of the household decision-making unit, with the customer benefit of multiple online usage. The consumer decision-making process Need recognition/problem awareness
Information search Evaluation of alternatives Purchase Post-purchase evaluation of alternatives Evaluation and purchase models High involvement: the Fishbein and Ajzen model of reasoned action Personal beliefs
Attitudes Purchase intentions Normative beliefs Purchase Subjective norms Low involvement: the Ehrenberg and Goodhart repeat purchase model Awareness Trial
Repeat Purchase Choice criteria used when evaluating alternatives Technical Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste Social Status Social belonging Convention
Fashion Economic Price Value for money Running costs Residual value Life-style costs Personal Self-image Risk reduction Ethics Emotions Audi Audi advertises
both the fuel efficiency and responsible credentials of its TT TDI model. Influences on consumer purchasing behaviour The buying situation Personal influences
information processing motivation Consumer beliefs and attitudes personality lifestyle lifecycle Social influences culture social class
geodemographics reference groups Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Differentiation and number of alternatives The consumer decision-making process and level of purchase involvement Stage
Low Involvement High Involvement Need recognition/ problem awareness Minor Major, personally important Information search Limited search Extensive search
Evaluation of alternatives and the purchase Few alternatives evaluated on few choice criteria Many alternatives evaluated on many choice criteria Post-purchase evaluation of the decision Limited evaluation
Extensive evaluation including media search Maslows hierarchy of needs Rolex Rolex watches: a symbol of achievement and its rewards Lifecycle stages Middle-aged divorced no children
Young divorced no children At home single On own young Young couple no children Middle-aged married no children
Young parents Young divorced with children Middleaged parents M-aged divorced with children On own middleaged Empty nester
married working M-aged divorced no depnt children Empty nester married retired Solitary retired Social class categorization Reference Groups
Membership groups Aspirant groups Core Reading Core reading to support this topic can be found in Chapter 4 of your recommended text
In section 2 of the chapter, the three types of businesses: sole proprietorships, corporations and partnerships are discussed. We will also discuss the process used to develop generally accepted accounting principles. The three major legal forms of a business entity...
- Issuance of revised tax invoice - Reduced guarantee insurance of tax payment. Unmeasured impact - streamlined procedure in entry into/from bonded factory and in claiming drawback, etc. Direct Impact: lower inspection fee in overseas customs territory
Introduction. UCC Article 9 governs transactions when . personal property . is put up as collateral for debt, including: Accounts, agricultural liens, chattel paper (writings evidencing a debt), commercial assignments over $1000, fixtures, instruments and other intangible property.
America was the perfect place for the growth of industry. Access to natural resources to fuel economic development. Coal, timber, oil and rivers (transportation and hydroelectric power) Growing work force to act as labor- immigration! ... "New South" ...
* * Rotary Subwoofer : Kona Infrasound Generator (KING) Compact, portable infrasonic source KING Installation Matched amplifier, fitted baffle, ISLA as back volume Amplitude decay is consistent with spherical spreading. Lack of pressure fluctuations at ranges less than λ suggests...
3 out of 4 people die from an NCD. 39,460. NCD Deaths. 77% . Of all deaths are from an NCD. 40%. Of NCD deaths are premature ( 30-69 years) Cause of Death by NCD Type No.of Deaths Cardiovascular Diseases...
Calcomanía cuesta $20 ¡Los automóviles no son armarios! Mantener el estado de su calcomanía se basará en tardanzas, ausencias y siguiendo las reglas listadas en la aplicación (habrá un plan disciplinario progresivo publicado).
Texas Housing Finance Corporations Act. Powers (cont.). Powers enumerated under the Act include the power to: (i) make contracts necessary or convenient to the exercise of its powers, (ii) incur liabilities, (iii) borrow money, (iv) issue notes, bonds and other...
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