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Fundamentals Of
Marketing
MKT243
Chapter 3
Consumer and Business
Decision Making
MKT243 Fundamental of
Marketing 1
DHD 2012
MKT243 Fundamental of
Marketing 2
MKT243 Fundamental of
Marketing 3
Importance of understanding
consumer behavior
 Consumers’ product and service
preferences are constantly changing
 Understanding how consumer make
purchase decisions can help marketing
managers to determine the most
important attribute for certain target
market
 Easily design and developing marketing
strategy
MKT243 Fundamental of
Marketing 4
MKT243 Fundamental of
Marketing 5
MKT243 Fundamental of
Marketing 6
DHD 2012
MKT243 Fundamental of
Marketing 7
DHD 2012
MKT243 Fundamental of
Marketing 8
DHD 2012
MKT243 Fundamental of
Marketing 9
DHD 2012
MKT243 Fundamental of
Marketing 10
DHD 2012
MKT243 Fundamental of
Marketing 11
DHD 2012
MKT243 Fundamental of
Marketing 12
DHD 2012
MKT243 Fundamental of
Marketing 13
DHD 2012
MKT243 Fundamental of
Marketing 14
DHD 2012
MKT243 Fundamental of
Marketing 15
DHD 2012
MKT243 Fundamental of
Marketing 16
DHD 2012
MKT243 Fundamental of
Marketing 17
DHD 2012
MKT243 Fundamental of
Marketing 18
DHD 2012
MKT243 Fundamental of
Marketing 19
DHD 2012
MKT243 Fundamental of
Marketing 20
DHD 2012
MKT243 Fundamental of
Marketing 21
DHD 2012
MKT243 Fundamental of
Marketing 22
DHD 2012
MKT243 Fundamental of
Marketing 23
DHD 2012
MKT243 Fundamental of
Marketing 24
DHD 2012
MKT243 Fundamental of
Marketing 25
DHD 2012
MKT243 Fundamental of
Marketing 26
DHD 2012
MKT243 Fundamental of
Marketing 27
DHD 2012
MKT243 Fundamental of
Marketing 28
DHD 2012
MKT243 Fundamental of
Marketing 29
DHD 2012
MKT243 Fundamental of
Marketing 30
DHD 2012
MKT243 Fundamental of
Marketing 31
DHD 2012
MKT243 Fundamental of
Marketing 32
DHD 2012
MKT243 Fundamental of
Marketing 33
DHD 2012
MKT243 Fundamental of
Marketing 34
DHD 2012
MKT243 Fundamental of
Marketing 35
DHD 2012
MKT243 Fundamental of
Marketing 36
DHD 2012
MKT243 Fundamental of
Marketing 37
DHD 2012
MKT243 Fundamental of
Marketing 38
DHD 2012
MKT243 Fundamental of
Marketing 39
DHD 2012
MKT243 Fundamental of
Marketing 40
DHD 2012
MKT243 Fundamental of
Marketing 41
DHD 2012
MKT243 Fundamental of
Marketing 42
DHD 2012
MKT243 Fundamental of
Marketing 43
Beliefs Attitudes
 Beliefs are organized
patterns of knowledge
that an individual holds as
true about his or her
world.
 Consumers tend to
develop a set of beliefs
about a product's
attributes and through
these beliefs, form a
brand image, a set of
beliefs about a particular
brand.
 An attitude is a learned
tendency to respond consistently
toward a given object. Beliefs
help form the basis for attitudes,
as do values.
 Often the marketer's goal is to
change attitudes toward a
brand. This goal might be
accomplished in three ways:
◦ Changing beliefs about the
brand's attributes
◦ Changing the relative importance
of these beliefs
◦ Adding new beliefs
44

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CHAPTER 3.pdf