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Reporter: Cedilla, April Marie A.

MKTG001

M65/TTHS/7:00- 8:00
Paralejas

Instructor:

Ms.

Lovely

Consumer Behavior
Study of consumers and the process they use to choose, use and
dispose of products and services.
Understanding consumer behavior is critical in marketing decisions
because it helps in conceptualizing consumer needs.
Consumer behavior incorporates ideas from several sciences including:
1. Psychology study of human mind and behaviour.
For instance, psychology of how consumers think, feel,
reason, and select between different alternatives
(e.g., brands, products, and retailers);
how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
2. Biology - study of life and living organisms.
it can help predict consumers' sensory perceptions,
purchasing behaviour and product preferences based on
their biological profile and Hormonal Quotient
3. Chemistry study of the composition, structure, properties and
change of matter.
Products and other human needs are made up of different
chemical components thus this science is a big contributor
in consumer behaviour.
4. Economics - social science that seeks to describe the factors
which determine the production, distribution and consumption of
goods and services.
Products and services consumers are willing and not willing
to purchase affects sales and marketing decisions.

All marketing decisions are based on assumptions and knowledge of


consumer behaviour.
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By Hawkins and Mothersbaugh 2007

The Purchase Decision Process

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Problem Recognition

The objective of marketing is to help people provide solutions to their


problems which in marketing terms, simply is satisfying needs.
Problem recognition is the first process in consumers purchase
decision. In this stage, consumer must then have a certain need to
satisfy, a problem. For example, the need for a new mobile phone for
communication.

Consumer Information Processing


After identifying the problem, the consumer then will conduct
information search about what will satisfy his need.
2 Kinds of Information Search:
Internal Search

Scans memory for personal experiences with products he thinks


will satisfy his needs.
Example: My old phones brand was Samsung and I was very
satisfied of it.

External Search

An attempt to generate information outside consumers personal


experiences.
External search is conducted if:
1.
2.
3.

The external sources of information consist of:


1.
2.
3.
4.
5.
6.
7.
8.
9.

Friends and family


Salesmen
Telemarketing
Trade shows
Advertising
In-store display
Sales promotion
Packaging
Magazines and newspapers

Evaluation of Alternatives
The purpose of conducting information search is to list down the
choices of products or services a consumer conside