Revision (Lecture 1-7)
No. Topics/Concepts
1 Consumer behaviour
2 DMP – Problem recognition
3 DMP – information search
4 DMP – Alternative evaluation
5 DMP – Consumption
6 DMP – Post-purchase behaviour
7 Customer satisfaction
8 Personal factors – motivation,
beliefs, attitudes, intentions
9 Types of decision making and
extent of problem solving
10. Cultural factors/social class
/family & household structure
Marketing Implications (explain the concept and
relate that to marketing practice) – you must
illustrate your answers by using examples. You
may support your answers using video, etc.
- Understanding need recognition may identify a
segment with unsatisfied desires
- new business and product opportunities for the future
- can reveal existing barriers
- Adjusting the breadth of a product line based on
consumers’ willingness to search
- Monitoring consumers’ price comparison activities
to gauge their price sensitivity
- Focus promotions on sources that consumers search
most, including individuals that provide information
- Monitor search activities to identify new way store
ach and gain customers
- Enhance the frequency of consumption (e.g. suggest
new usages of a product)
- Enhance the amount consumed per consumption
occasion (e.g. suggest using the product more
frequently)
- Larger package size
- Services and products help individuals find and
attract others
- Products are often used as symbols of love and
caring
- firms may add a new attribute to a product
Reference group & opinion leaders
Word of Mouth communication

Exposure & Attention

Opinion Formation & Opinion

Change
Shaping Consumers Opinion

Consumer memory
Concepts related to memory