Awdawd Essay

395 WordsMay 17, 20132 Pages
MARKT 351 A. LEBARD C-6 CONSUMER DECISION MAKING CONSUMER BEHAVIOR A. Model of Consumer Behavior Stimulus Marketing Mixes All other Stimuli ? Decision Making Process Response Purchase (No Purchase) B. Economic Person Theory 1. Describes the decision process as: Rationally evaluating alternative terms of cost and value received, in an effort to maximize utility or satisfaction while spending always scarce resources of time, energy and money 2. Rarely the master of motivation 3. Utility maximization is just a part of the multidimensional person C. Conflict Rationalization Review for Exercise Six 1. Concept – a blending of rational motives with emotional motives to resolve the conflict between pragmatic considerations and incipient emotional motives. The process is rarely apparent to the individual consumer. 2. Example – a CSUF student’s laptop computer was stolen and a maximum of $500 of very limited savings was allocated to purchase a replacement. During the search process, an exquisite, name- brand unit with all the features long desired by the student was found on sale for $1,499. The student justified the more expensive laptop on the grounds of durability and advanced construction and purchased emotionally desired laptop. D. Characteristics Affecting Consumer Behavior – Cultural, Social, Personal, Psychological, and Buyer 1. Cultural a. Culture – The set of basic values, perceptions, wants, and behavior learned by a member of society from family and other important institutions (The set of values, norms, attitude, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next)*

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