The document discusses the consumer decision making process. It begins with problem recognition, where the consumer identifies a need. The consumer then gathers information on alternatives to evaluate and make a purchase decision. This process is influenced by economic, psychological, and environmental factors. The document then describes the different types of consumer decisions - extensive/complex, dissonance reducing, habitual, variety seeking, and the levels of purchase involvement - low, medium, high. It also discusses the different types of consumer problems - active, inactive, routine, emergency, planning, evolving - and how marketers can discover, respond to, help recognize, or suppress problem recognition.
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Ethics First... Then Customer Relationships - Chapter 3 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Ethics First... Then Customer Relationships - Chapter 3 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
Definition of sales promotion
SALES PROMOTION:
Consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
*FACTORS CONTRIBUTE TO THE RAPID GROWTH OF SALES PROMOTION
*PURPOSE OF SALES PROMOTION
*MAJOR DECISION IN
SALES PROMOTION
*SELECTING CONSUMER-PROMOTION TOOLS
*SELECTING TRADE-PROMOTION TOOLS
*SELECTING BUSINESS &
SALES FORCE PROMOTION
TOOLS:
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
Hi! Take a look at the list of best green marketing dissertation topics. More topics here https://www.marketingdissertation.net/available-topics-for-green-marketing-dissertation/
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
Definition of sales promotion
SALES PROMOTION:
Consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
*FACTORS CONTRIBUTE TO THE RAPID GROWTH OF SALES PROMOTION
*PURPOSE OF SALES PROMOTION
*MAJOR DECISION IN
SALES PROMOTION
*SELECTING CONSUMER-PROMOTION TOOLS
*SELECTING TRADE-PROMOTION TOOLS
*SELECTING BUSINESS &
SALES FORCE PROMOTION
TOOLS:
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
Hi! Take a look at the list of best green marketing dissertation topics. More topics here https://www.marketingdissertation.net/available-topics-for-green-marketing-dissertation/
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
Presentation of material on Consumer Decision-Making, this presentation is suitable for students and lecturers majoring in production management and marketing, industrial engineering etc
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxglendar3
Running head: PRINCIPLES OF MARKETING 1
PRINCIPLES OF MARKETING 1
Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020
Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural environment. I will elaborate on only the two more targeted in the present scenario.
The Technological Environment
Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product.
Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other c.
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxtodd581
Running head: PRINCIPLES OF MARKETING 1
PRINCIPLES OF MARKETING 1
Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020
Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural environment. I will elaborate on only the two more targeted in the present scenario.
The Technological Environment
Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product.
Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other c.
Consumer Decision Process and Problem Recognition.pdfMace47
When consumers want to buy something, they go through a series of steps to make a decision. These steps typically include:
Problem Recognition: This is the first step where consumers realize they have a need or want for something. It could be triggered by various factors like running out of a product, seeing an advertisement, or feeling a desire for something new.
Information Search: After recognizing the need, consumers start looking for information about possible solutions. They might ask friends, search online, read reviews, or visit stores to gather information about different options.
Evaluation of Alternatives: Once they have gathered information, consumers evaluate different options based on factors like price, quality, brand reputation, and personal preferences.
Purchase Decision: After comparing alternatives, consumers make a decision and purchase the product or service they believe will best satisfy their needs or wants.
Post-Purchase Evaluation: After buying the product, consumers evaluate whether it meets their expectations. If it does, they are likely to become satisfied customers and may even become repeat buyers. If not, they may experience buyer's remorse or seek alternative solutions.
Problem Recognition:
Problem recognition is the first stage in the consumer decision process where consumers become aware of a need or want. This can occur due to various factors such as:
Running out of a product or service.
Noticing a difference between the current state (what they have) and the desired state (what they want).
Experiencing a problem or discomfort that needs to be addressed.
Being influenced by external factors such as advertisements, recommendations, or social influences.
For example, someone might realize they need a new laptop because their current one is slow and outdated. This recognition of the problem triggers the consumer decision process, leading them to start searching for information and evaluating different options to fulfill their need for a new laptop.
Model Attribute Check Company Auto PropertyCeline George
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June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. Consumer Decision Making Process
Consumer decision making process involves the
consumers to identify their needs, gather information,
evaluate alternatives and then make their buying
decision. The consumer behavior may be determined
by economic and psychological factors and are
influenced by environmental factors like social and
cultural values.
3. The consumer decision making behavior is a complex procedure
and involves everything starting from problem recognition to
post-purchase activities. Every consumer has different needs in
their daily lives and these are those needs which make them to
make different decisions. Decisions can be complex, comparing,
evaluating, selecting as well as purchasing from a variety of
products depending upon the opinion of a consumer over a
particular product. This renders understanding and realizing the
basic problem of the consumer decision making process for
marketers to make their products and services different from
others in the marketplace.
5. Extensive/Complex Decision
Making
high involvement,
unfamiliar, expensive and/or infrequently bought
products.
High degree of economic/ performance/
psychological risk.
Examples include cars, homes, computers,
education.
Information from the companies ; friends and relatives,
store personnel etc.
6. Dissonance Reducing Buying
behaviour
• Dissonance reducing buying behavior occurs
when the consumer is highly involved but sees
little difference between brands.
• Consumer involvement is very high due to high price
and infrequent purchase.
Insignificance differences among brands .
• Examples includes: Carpet, Sofa and Ring
7. Habitual Buying Behavior
consumer involvement is low however, purchases
are frequent.
no significance difference amongbrands.
example : Milk ( DDC VS Sitaram), bread.
For such brands tv commercials, news papers and
magazines build positive attitude of consumers
towards.
( Marketers should focus on advertisement)
8. Variety Seeking Buying
Behavior
Consumer involvement is very low
significance differences among brands.
brand switching is common.
Attract consumers by offering free samples, l
special discounts
and attracting through shelves.
Brand switching occurs for the sake of varietyrather than
dissatisfaction.
example: chips, soaps, ice-cream etc,
( Marketers should try to produce variety products for ex. Oreo and
Bournvita biscuits are both from Cadbury)
9. Purchase Involvement
• LEVEL OF INVOLVEMENT IS THE DEGREE OF
INFORMATION PROCESSING AND THE AMOUNT
OF IMPORTANCE A CONSUMER ATTACHES TO A
PRODUCT WHILE PURCHASING IT. IN OTHER
WORDS, IT SHOWS HOW INVOLVED THE
CUSTOMER IS TOWARDS A PRODUCT
PERSONALLY, SOCIALLY AND ECONOMICALLY.
10. Degree Product/Service Examples
Low Level
involvement
Short Life Fast moving consumer
goods. (Low cost &risk)
Eg: Matchbox, Toothpaste,
snacks,etc.
Medium level
involvement
Medium Furniture, crockery, ordinary
medical treatment (medium
level of risk & cost factor)
High Level
involvement
Long Automobiles, surgery,
purchase of immovable
assets, insurance policy etc.
(High level of risk and
expensive)
11. Low Involvement Purchase
Decisions
• These type of decisions are considered habitual
decisions. These are products or services that a
person buys on a regular basis and does not have
to do any research on. For example, a low-
involvement decision can include groceries,
laundry detergent, and household items that are
purchased all the time and the consumer already
knows what they want to buy.
12. Medium Involvement Purchase
Decisions
These type of decisions are considered simple
decisions. A product or service that only requires
medium involvement can include a new pair of shoes.
The consumer will be more involved than they were
with household products but they are not necessarily
doing research on the new shoes they want to buy.
They will go to a store and try on different pairs of
shoes until they find the pair they want. This is a
simple decision that is made in the store and not over a
long amount of time.
13. High Involvement Purchase
Decisions
Typically, the more money a consumer is going to
spend on a product, the more involved they will be
in the decision-making process. These types of
purchases can be expensive jewellery, vacations,
cars, and houses. These types of decisions take
time and requires research. The consumer will not
make the decision instantly, instead will compare
product or service such that to eliminate risk.
14. Types of Consumer Problems
Consumer encounters various types of problem in
their daily life. Either they involve low involvement
product , medium involvement product or high
involvement product. There are two types of
consumer problems;
Active Problem and
Inactive Problem
15. Active Problem
•An active problem is one the consumer is
aware of or will become aware of in normal
course of events.
•Marketing strategy: Only require
marketer to convince consumers that its
brand is the superior solution
16. Inactive Problem
•An inactive problem is one of which the
consumer is not aware.
•Marketing strategy: Marketer must convince
consumers that they have the problem AND
thattheir brand is a superior solution.
20. The Desire to Resolve Recognised
Problems
Depends on two factors:
1. The magnitude of the differences between the
desired state and the actual state.
2. The relative importance of the problem.
22. Discovering Consumer Problem
A wide variety of approaches are used to determine the problems
consumers face. –
Intuition(the ability to understand something ): - the most
common, however, the problemidentified may be of low
importance to most consumers.
Survey:- asks relatively large numbers of individuals about the
problems they are facing-
Focus Groups: composed of 8 to 12 similar individuals brought
together to discuss a particular topic; a moderator is present to keep
the discussion moving and focused on the topic but otherwise free
flowing.
23. Consumer problems can be discovered through
1. Activity and Product Analysis:
Activity analysis focuses on a particular activity, such as preparing dinner or
swimming. Then, surveys or focus groups attempt to determine what problems
consumers encounter during the performance of the activity.
For example: a shampoo company could use such an approach to develop products
specifically for the hair related problems associated with swimming in chlorinated
pools.
Product analysis is similar to activity analysis but examines the purchase or use of a
particular product or brand. Thus, consumers may be asked about problems
associated with using their mountain bikes or laptop computers.
24. 2. Problem Analysis:
Problem analysis is different in that it starts with a problem and asks respondents
to indicate which activities, products, or brands are associated with (or perhaps
could eliminate) those problems.
For example:
…………….. Packages are hard to open.
Packages of ……………waste too many resources.
Packages of…………….don’t fit on the shelf.
25. 3. Human Factor Research:
Human factors research attempts to determine human capabilities in area such as vision, strength,
response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and
sound.
For example: The manager of a bank branch is concerned about the number of mistakes the tellers
were making, so he started manipulating different aspects of the environment in the bank to see what
effect each has on the tellers performance examined factors such as the lighting, temperature, and the
volume of the music playing in the bank.
4. Emotion Research:
Researchers are beginning to examine how consumers cope with the negative emotions associated
with product or service failures.
26. 3-26
Responding to Consumer Problems
Once a consumer problem is identified, the manager may structure the
marketing mix to solve the problem.
This can involve:
• Developing a new product or altering an existing one
• Modifying channels of distribution
• Changing pricing policy, or
• Revising advertising strategy
For example: Many people wants to remain slim or away from diabetes, yet
want to enjoy sweets. Sugar free is their solution.
27. Helping Consumer Recognise their
Problem
1. Generic Problem Recognition involves a
discrepancy that a variety of brands within a
product category can reduce. Increasing problem
recognition generally results in an expansion of
the total market.
2. Selective Problem Recognition involves a
difference only one brand can solve. Firms
attempt to cause selective problem recognition to
gain or maintain market share. Eg. Reliance Jio
28. Timing problem recognition:
Consumers often recognize problems at times
when purchasing a solution is difficult or
impossible:
g. winter colds: Heater
Generator during Load sheading.
29. Suppressing Problem Recognition
Competitors, governmental agencies and consumer
organizations often introduce information in the market which
marketers would otherwise avoid.
For example: In case of tobacco selling, they undermine the
role of cigarettes as injurious, with such advertisement as
“Alive with pleasure”. They minimize problem recognition of
it being injurious.