Consumer behavior examines how individuals are targeted by marketers and how they make purchasing decisions. It involves three stages: external influences that create product awareness; the decision-making process where psychological factors shape how consumers search for and evaluate options; and post-decision behavior like initial and repeat purchases and evaluations. Marketers seek to understand consumer diversity while also identifying commonalities to effectively promote products through the four P's - product, price, place, and promotion - while consumers are influenced by social and cultural factors like family, class, and subcultures.

1. Consumer Behavior

2. Consumer Behavior is answer How individual marketers actually reach us with their highly specific mkg messages? How do they know which people to target? Where and how to locate them? What message would be most effective?

3. Definition: Recognizing the high degree of diversity among us, consumer researchers seek to identify the many similarities or constants that exist among the people of the world The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.

4. Which one is focused? Personal consumer: buys goods and services for his or her own use.(the products are bought for final use by individuals who are referred to as end users or ultimate consumers) Organization Consumer: Must buy products, equipment , and services in order to run their organizations ( include : profit & non-for-profit business, government agencies and institution)

5. A Simplified Model Of Consumer D.M.: The decision-making process can be viewed as 3 distinct but interlocking stages: Input stage (external influences) Process stage (consumer decision making) Output stage (post decision behaviour)

6. Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Output Process Input External Influence Consumer Decision Making Post-Decision Behavior Postpurchase Evaluation Purchase 1. Trial 2. Repeat purchase Need Recognition Prepurchase Search Evaluation of Alternatives Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Experience A Model of Consumer Decision Making

7. Input stage: Input stage influances the consumer’s recognition of a product need and consists of two major sources of information : the firm’s mkg efforts The external sociological influences on the consumer

8. External influences:(input) Firm’s mkg efforts : Product Promotion Price Channels of distribution Sociocultural environment: Family Informal sources Other noncommercial sources Social class Subculture and culture

9. The process stage: Focuses on how consumers make decisions. the psychological factors inherent in each individual affect how the external inputs from the input stage influence the consumer’s recognition of a need , prepurchase search for information ,and evaluation of alternatives.

10. Consumer D.M. :( Process) Need Recognition Prepurchase Search Evaluation of alternative psychological field: Motivation Perception Learning Personality Attitude Experience

11. Output stage: Consists of two closely related post decision activities : purchase behaviour Post purchase evaluation

12. Post decision behaviour:( output) Purchase: Trial Repeat purchase Post purchase evaluation