Presentation is loading. Please wait.

Presentation is loading. Please wait.

Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text.

Published byColleen McBride Modified over 9 years ago

Similar presentations

Presentation on theme: "Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text."— Presentation transcript:

1 Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text Concept Actual State Satisfaction Memory Desired State Situation Mood COGNITIVE MAPPING CHART 1

2 Consumer Decision Process Stages Cognitive Experience Dimensions Need Recognition Information Search Thought (Science) Toothpaste Health Benefits Toothpaste Dental Facts (package, ads) Feeling (Art) Toothpaste Hedonic Benefits (whitening, flavor) * Toothpaste Desirable Image (package, ads) COGNITIVE MAPPING CHART 2

3 Consumer Decision Process Stages Cognitive Experience Dimensions Need Recognition Information Search Thought (Science) Learning Toys (Leapfrog, Playschool) Aptitude (package, web link) Feeling (Art) Leisure Toys (dolls, balls) * Amusement (package, ads) COGNITIVE MAPPING CHART 2

4 Consumer Decision Process Stage Cognitive Dimensions Alternative Evaluation Thought (Science) Car – Fuel Economy & Roominess College – Faculty & Courses Feeling (Art) Car – Performance & Styling College – Fun & Campus COGNITIVE MAPPING CHART 3

5 Consumer Decision Process Stages Cognitive Experience Dimensions PurchasePost-Purchase Thought (Science) * Computer Price * Computer Satisfaction (Perform > Price) Feeling (Art) * Computer Status * Computer Dissatisfaction (Perform < Price) COGNITIVE MAPPING CHART 4

6 Consumer Decision Process Stages Cognitive Experience Dimensions Purchase (“Retailer”) Post-Purchase Thought (Science) * Computer @ Online E-tailer (Convenience) *Cost = Satisfied *Capabilities = Dissatisfied Feeling (Art) * Computer @ Tech Retailer (Credibility) *Cost = Dissatisfied *Capabilities = Satisfied COGNITIVE MAPPING CHART 4

Download ppt "Need/Thought (“Science”) Want/Feeling (“Art”) Type of Choice Water Food Personal Care Tools Education Diamonds Fashion Cosmetics Toys Entertainment Text."

Similar presentations

PRINCIPLES OF MARKETING Consumer Buyer Behavior

PRINCIPLES OF MARKETING Consumer Buyer Behavior
Need/Thought (Science) Want/Feeling (Art) Type of Choice Water Food Diamonds Fashion Text Concept Actual State Satisfaction Memory Desired State Situation.

Need/Thought (Science) Want/Feeling (Art) Type of Choice Water Food Diamonds Fashion Text Concept Actual State Satisfaction Memory Desired State Situation.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–16–1 Chapter 6 Outlet Selection and Purchase.

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–16–1 Chapter 6 Outlet Selection and Purchase.
MKTG 6 CHAPTeR Consumer Decision Making. Understanding Consumer Behavior Consumer behavior Consumers ………purchase decisions consumers ………and ………of product.

MKTG 6 CHAPTeR Consumer Decision Making. Understanding Consumer Behavior Consumer behavior Consumers ………purchase decisions consumers ………and ………of product.
Branding and Positioning. Elements of Brand Equity Awareness –Recognition –Recall Associations Perception of Quality Loyalty –Relationship –Installed.

Branding and Positioning. Elements of Brand Equity Awareness –Recognition –Recall Associations Perception of Quality Loyalty –Relationship –Installed.
Marketing Management • 14e

Marketing Management • 14e
7 Chapter 7 Identifying and Understanding Consumers.

7 Chapter 7 Identifying and Understanding Consumers.
Business Marketing By: Annie Garrett October 14, 2011.

Business Marketing By: Annie Garrett October 14, 2011.
Gilbert A. Churchill, Jr. J. Paul Peter Chapter 6 Consumer Behavior Marketing.

Gilbert A. Churchill, Jr. J. Paul Peter Chapter 6 Consumer Behavior Marketing.
Personal Financial Planning – Part I Dr. Steve Hays Personal Finance BKHS – Spring 2013.

Personal Financial Planning – Part I Dr. Steve Hays Personal Finance BKHS – Spring 2013.
Chapter 14 – Learning Objectives Identify the differences among the three types of consumer decisions Define problem recognition Recognize how marketers.

Chapter 14 – Learning Objectives Identify the differences among the three types of consumer decisions Define problem recognition Recognize how marketers.
Consumer & Business Buyer Behavior. Perception Process by which an individual selects, organizes, and interprets information to form a cohesive picture.

Consumer & Business Buyer Behavior. Perception Process by which an individual selects, organizes, and interprets information to form a cohesive picture.
Analyzing Consumer Markets. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics.

Analyzing Consumer Markets. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics.
Warm-Up Ch.13 Section 1 What is it that you want right now? It can be any material possession in the world that is sold legally. Describe the process in.

Warm-Up Ch.13 Section 1 What is it that you want right now? It can be any material possession in the world that is sold legally. Describe the process in.
ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR

ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR
GOAL [Problem/Need] ABC 121212 1 CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision TreeConsumer Decision Process Steps [Ch.8] 1.PROBLEM.

GOAL [Problem/Need] ABC CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision TreeConsumer Decision Process Steps [Ch.8] 1.PROBLEM.
GOAL [Problem/Need] ABC 121212 1 CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision TreeConsumer Decision Process Steps [Ch.8] 1.PROBLEM.

GOAL [Problem/Need] ABC CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision TreeConsumer Decision Process Steps [Ch.8] 1.PROBLEM.
Buyer Behaviours Chapter 3. Apple iPhone July 2007 introduction - $600 Initial problem with AT&T phone activation Sales soared After 3 months – priced.

Buyer Behaviours Chapter 3. Apple iPhone July 2007 introduction - $600 Initial problem with AT&T phone activation Sales soared After 3 months – priced.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 6: Final Consumers and Their Buying Behavior.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 6: Final Consumers and Their Buying Behavior.
Key Concepts.  Consumer behavior—the study of how individuals, groups, and organizations select, buy, and dispose of goods, services, ideas, or experiences.

Key Concepts.  Consumer behavior—the study of how individuals, groups, and organizations select, buy, and dispose of goods, services, ideas, or experiences.

Similar presentations

Ads by Google