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Consumer Behavior
Consumer Behavior
Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.
Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps
Core Values
Success Success Materialism Materialism Freedom Freedom Progress Progress Youth Youth Capitalism Capitalism
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Social Influences
Roles Family Reference groups Opinion leaders Social class Culture and subcultures
Cognitive Dissonance
Cognitive Dissonance
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
Discussion Questions
1. What is consumer decision making process? Take automobile as an example and explain each step of the consumer decision making process. 2. Explain the influence of Situational, Psychological and Social Influences on consumer decision making process. 3. What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture in a society? 4. How does the level of consumer involvement in purchase affect consumer decision making? Explain. 5. What is post purchase cognitive dissonance? How a marketer can reduce cognitive dissonance?