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  • A Little Bit of Marketing : LCC Cristina Espinosa Hernández

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    The document discusses consumer behavior and decision making. It provides a definition of consumer behavior as involving all activities associated with purchasing, using, and disposing of goods and services, including emotional and mental responses. It then instructs readers to practice real purchase decisions by having couples take winter coats to the dry cleaner, buy groceries or raw chicken at a local market, and choose financial services. Readers are told to think about their own feelings, prejudices, assumptions, and needs when making these purchase decisions. Finally, it notes that attitudes, beliefs, feelings, and behavioral intentions are involved in consumer choice and decision making.

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    The document discusses consumer behavior and decision making. It provides a definition of consumer behavior as involving all activities associated with purchasing, using, and disposing of goods and services, including emotional and mental responses. It then instructs readers to practice real purchase decisions by having couples take winter coats to the dry cleaner, buy groceries or raw chicken at a local market, and choose financial services. Readers are told to think about their own feelings, prejudices, assumptions, and needs when making these purchase decisions. Finally, it notes that attitudes, beliefs, feelings, and behavioral intentions are involved in consumer choice and decision making.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    5 views8 pages

    A Little Bit of Marketing : LCC Cristina Espinosa Hernández

    Uploaded by

    Cristina Espinosa
    The document discusses consumer behavior and decision making. It provides a definition of consumer behavior as involving all activities associated with purchasing, using, and disposing of goods and services, including emotional and mental responses. It then instructs readers to practice real purchase decisions by having couples take winter coats to the dry cleaner, buy groceries or raw chicken at a local market, and choose financial services. Readers are told to think about their own feelings, prejudices, assumptions, and needs when making these purchase decisions. Finally, it notes that attitudes, beliefs, feelings, and behavioral intentions are involved in consumer choice and decision making.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    A little bit of marketing

    LCC Cristina Espinosa Hernndez

    What comes to your mind?


    O Brainstorming

    What do the books can tell to us?


    O An interesting definition:
    Consumer Behavior entails all consumer activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede, determine or follow these activities Kardes, Cronley and Cline, 2010

    Prepare ourselves with a little bit of humor

    Lets put the theory in practice


    O Practice the next real purchase decisions:
    O Couple A: Take the winter coats of both,

    husband and wife to the dry cleaner O Couple B: Buy groceries or raw chicken at the local market (not supermarket) O Couple C: Choose and buy any financial services
    O Think about your own feelings, prejudices,

    assumptions, needs, wants.

    Consumer Choice and Decision Making: Problem Recognition

    In addition
    O Attitudes involved!
    O Beliefs O Feelings / Affects O Behavioural intention: Consumer plans to do

    with respect to the object


    Want to know more? Check out for Marti Barletta, illustrating how men and women shop differently:

    Men want a good solution. Women seek the perfect!

    Thank you very much, have a nice shopping!

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