Consumer behavior
Recognition of the need
Imbalance between the actual and desired states
Search for information
Internal
The person remembers the data stored in the memory
External
Search data in the external environment
Not controlled by marketing
Personal experiences and personal sources
Controlled by marketing
Advertising in mass media
Post-purchase behavior
Cognitive dissonance
Failing to meet customer expectations
Satisfied Customer
Meet customer expectations
Factors that determine the level of consumer participation
Purchase participation level
Previous experience
Interest
Perceived risk of negative consequences
Situation
Social visibility
Factors that influence consumer buying decisions
Cultural
Social
Psychological
Individuals
Individual Influences
Gender
Age and stage of the family cycle
Personality, self-concept and lifestyle
Psychological Influences
Beliefs and attitudes
Learning
Motivation
Perception
Decision making
Brand recognition
Search for information
Evaluation of alternatives
Purchase
Post-purchase behavior
Evaluation of alternatives and purchase
Buy or not buy
If they bought?
When will they buy?
What will they buy?
Where will they buy?
How will they buy?
Types of consumer purchase decisions and consumer participation
Participation
Behavior of routine responses
Decision making limited
Extensive decision making
Implications of participation in marketing
It varies according to the level of participation related to the product.
Cultural Influences
Social class
Subculture
Compression of cultural differences
Culture and values
Social influences
Leaders of the opinion
Reference groups