MKT2CBE Consumer Behaviour Week 2 Chapter 2, Value and the Consumer Behaviour Value Framework Learning Outcome 1: Describe the consumer value framework, including its basic components CVF: Identifies variables that influence the consumer both internal and external whilst also looking at the process of turning a need into a want into the acquisition of a product; then having the product do something for them (creating value) be it hedonic or utilitarian. Internal Influences: Learning
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evaluation of people, (including oneself), objects, or issues. • Is lasting because it tends to endure over time • It is general because it applies to more than a momentary event • Can be very product-specific behaviours (Crest toothpaste rather than Colgate) • Can be toward more general consumption-related behaviours (how often they should brush their teeth) Attitude Object (A0): Anything toward which a person has an attitude, whether it is tangible or intangible. The Functions of Attitudes Functional
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but also literature, social science, and medicine, as well as marketing. Freud stressed the unconscious nature of personality and motivation and said that much , if not all ,behaviour is related to the stresses within the personality’s three interacting sets of forces, the id ,igo and superego, interact to produce behaviour. According to Freudian theory, the id is the source of all driving psychic energy, but its unrestrained impulses cannot be expressed without running afoul of society’s values
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No. 1. January 2012. Pp. 54 - 73 Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score. *Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher
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of consumer behaviour to be able to penetrate the market and gain market share over its competitors. Wendy’s will need to consider which factors are most important to its target market in influencing their purchase decision and strive to gain a competitive edge in the market. This essay will analyse Wendy’s marketing strategy in its international expansion and in particular, into Germany by identifying the decision making process and determinates that contribute to the attitudes and behaviour of
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Chapter 1 – An Introduction to Consumer Behaviour What is Consumer Behaviour? * The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires * An ongoing process * Exchange – 2+ people giving and receiving something of value = an integral part of marketing Consumers’ Impact on Marketing Strategy * Consumers’ needs can be satisfied to the extent that marketers understand
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Market research on Consumer buying behavior Of Lipstick Submitted by Group 3 Shikha Ashwitha Harini Jayanth Pradeep Shreyas Index 1. CONCEPT * Consumer Behavior 2. RESEARCH METHODOLOGY 3. DATA ANALYSIS * Understanding Consumer Behavior * Understanding Brand Preference * Other observations 4. RECOMMENDATIONS 5. Bibliography CONCEPT CONSUMER BUYING BEHAVIOUR: What influences consumers to purchase products or services? The consumer buying process
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Multivariate Analysis of Brand Loyalty 9 Involvement/ Support Model 13 References 14 Brand Loyalty The success of a firm depends largely on its capability to attract consumers towards its brands. In particular, it is critical for the survival of a company to retain its current customers, and to make them loyal to the brand. Firms selling brands with a high rate of loyal consumers have a competitive advantage over other firms. Brand loyal consumers reduce the marketing costs of the firm as
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TASK 1 The main stages of purchase decision making process involve five main and important stages as shown in figure 1.1 below. Figure 1.1 Problem recognition Consumers recognize a problem based on physical cues, stimulus response or a need. Based on scenario 1, Maria is in the state of buying the suitable laptop that suits her higher education’s assessment. Hence, problem identified here is to find the right and suitable laptop. Information search Customers in the information search stage
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Management Session – 4 MARKETING QUOTE “The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.” …Seth Godin: on consumer behaviour in marketing TOPICS • Human Motivation • Consumer Buying Behaviour • Consumer Buying Roles • Consumer Buying Process • Types of Buying Behaviour MOTIVES A need becomes a motive when it is aroused to a sufficient
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