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Analyzing Consumer Markets (PSYCHOLOGICAL processes (PERCEPTION (selective…
Analyzing Consumer Markets
PSYCHOLOGICAL processes
FREUD'S theory
unconscious motivations
MASLOW
PHYSIO, SAFETY, SOCIAL, ESTEEM AND SELF-actualization
HERZBERG
satisfiers vs dissatisfiers
MOTIVATION
PERCEPTION
selective attention
selective distortion
selective retention
subliminal perception
lLEARNING
drives,cues,discrimination,bias
EMOTIONS
MEMORY
beliefs n attitude
FACTORS affecting CB
SOCIAL
ref.groups
cliques
family
role n status
CULTURAL
values,perception,belief,behavior
personal
age n life cycle stage
occupation
personality or self concept
actual,ideal,other
lifestyle n values
BUYING DECISION PROCESS
1.PROBLEM RECOG.
4.PURCHASE DECISION
3.EVALUATE ALTERNATIVES
INFO SEARCH
5.POST PURCHASE BEHAVIOR
BEHAVIORAL decision theory N economics
decision heuristics
available
representative
anchoring n adjustment
representative framing
mental accounting