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A2110858465 17438 7 2018 Chapter 6
A2110858465 17438 7 2018 Chapter 6
a. Selective attention
b. Selective distortion
c. Selective retention
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Consumer Decision Making
Roles in Consumer Decision Making
• Initiator
• Influencer
• Decider
• Buyer
• User
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Market Values Sought by Users
Universal Value
- Performance
Personal Values
- Social Value
- Emotional Value
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Market Values Sought by Decision
Maker
Universal Values
- Price
Personal Values
- Credit and Financing Credit Value
- Financing Value
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Market Values Sought by Buyers
Universal Values
- Service
Personal Values: Convenience and Personalisation
- Convenience Value
- Personalisation Value
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The Consumer Decision-making
Process
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Influences on Buyer Behaviour
• Cultural Influences
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• Social Influence
Reference group, which implies peers, relatives,
neighbours and friends influences a man’s behavior
• Opinion Leadership
Opinion leadership is the process through which a
person/group influences the actions, views, and
attitudes of others.
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• Demographic Influences
Self Concept
The self image could be an individual’s own perceived image actual
image based on how others perceive the individual
Psychographic Variables
- Lifestyle
Lifestyle refers to the beliefs, attitudes, interests and opinions,
that an individual has about himself, his family and the world.
Personality
Personality refers to psychological characteristics of individuals that
lead them to relatively consistent and enduring responses to their
environment
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Tools to Study Buyer Behaviour
• Surveys
• Projective Techniques
• Focus Group Discussions