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Understanding Consumer Buying Behavior: A Comprehensive Guide

Discover the customer decision-making process, factors influencing behavior, and the impact of involvement. Explore Eva's dilemma on accessing latest movies and practical solutions. Learn entrepreneurial marketing insights with BIXI case study.

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Understanding Consumer Buying Behavior: A Comprehensive Guide

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  1. Chapter Objectives LEARNING OBJECTIVES LO1Describe the steps a customer goes through when buying a product or service LO2Discuss what determines how much time consumers will search for information before buying a product or service LO3Discuss how psychological, social, and situational factors influence consumer buying behaviour LO4 Understand how involvement influences the consumer buying decision process

  2. LO1 Meet Eva Problem: Getting access to the latest video releases and movies. Alternative Solutions: • Join local movie rental (e.g. Blockbuster store) • Subscribe to premium cable • Subscribe to online movie rental (e.g. Zip.ca)

  3. LO1 Eva’s Questions Which alternative gives me the best overall value? Which alternative is more likely to attract friends over to watch movies?

  4. LO1 The Consumer Decision Process Need Recognition Information Search Alternative Evaluation Purchase Post-purchase Evaluation

  5. LO1 Need Recognition Need Recognition Functional needs Psychological needs Information Search Alternative Evaluation Purchase Post-purchase Evaluation

  6. LO1 Entrepreneurial Marketing 5.1:BIXI

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