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Module 6 Consumer Buying Behaviour Presentation

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Marketing

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American University in Cairo

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Module 6 Consumer Buying Behaviour By: Dr Shahinaz Abdellatif Objectives of the Session • To adopt the viewpoint of the individual consumer • To identify the psychological process underlying buying behaviour Consumer Decision Making • Consumer decision making is essentially a problem-solving process. • Most customers, whether individual consumers or organisational buyers, go through similar mental processes in deciding which products and brands to buy. • These differences reflect variations in consumers’ personal characteristics – their needs, benefits sought, attitudes, values, past experiences, and lifestyles – and their social influences – their social class, reference groups, and family situations. • • • • • The Consumer Decision Process Problem identification Information search Evaluation of alternatives Purchase Post-purchase evaluation 1- Problem Identification • Consumers’ purchase-decision processes are triggered by unsatisfied needs or wants. • Individuals perceive differences between ideal and actual states on some physical or socio-psychological dimension. • This motivates customers to seek products or services to help bring their current state more into balance with the ideal. 2- Information search • The consumer’s next step is to refer to information gained from past experience and stored in memory for possible later use. • People seek additional information about alternative brands until they perceive that ...
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