Lesson 3- CONTENTS TERMS DEFINED

INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

PERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

THE CONSUMER DECISION PROCESS

OBJECTIVES Define consumer behavior and

describe the role it plays in marketing decisions.

Describe the interpersonal determinants of consumer behavior.

Explain each of the personal determinants of consumer behavior

Discuss the Consumer Decision Process

Reflect on your assignments

Question 1

Why does your best friend drive five miles out of the way for caribou coffee when the local coffee shop is much closer?

WHAT IS CONSUMER BEHAVIOR?- Variety of influences affecting individuals in their buying decisions- Reasons of people’s interactions with personal influences such as culture, social, groups, family, and opinion leaders- Personal determinants such as Needs and Motives (Maslow’s Hierarchy of Needs)- Perceptions and Attitudes- Decision making requirements

Interpersonal Determinantscultural-social-family influences

Cultural values change thru time, social group membership, status, opinion leaders, family reference

group

Personal Determinants of CB Needs and Motives

ROLE OF CONSUMER BEHAVIOR IN MARKETING DECISIONS

CONSUMER PURCHASE DECISION

Consumer makes many purchases routinely by choosing a preferred brand or one of a limited group of acceptable brands.

LET US REFLECT

Describe a group to which you belong. Outline the norms of that group and the major roles the members play. Mention also your status within the group.

Have you ever sought to change your status in that group? Why or why not?

ASSIGNMENT

- READ CHAPTER 4 MARKETING RESEARCH AND SALES FORECASTING

- Answer at least 3 questions found at the Assessment checks and pass them next meeting.