About This Chapter
Consumer Decision Making
What motivates people to buy a product or service? Why do people choose one product over another? Why do companies spend so much money and time on creating marketing materials? Do celebrity endorsements of products really make them sell better? Find out the answers to these questions in our lessons on consumer decision-making.
The buying habits of consumers are called consumer behavior. Our lessons will cover consumer behavior theory, allowing you to get a good look into why people do the things they do when they buy products or services. You'll discover the effects of consumer behavior on marketing strategy. Watch as our lessons reveal the ins and outs of consumer decision-making. Find out why understanding this process is essential if you want to create good marketing plans.
Did you know there's a science behind consumer behavior? You'll become very familiar with it as you watch our lessons on consumer psychology. Our lessons will explain concepts that include cognitive dissonance and post-purchase process. Also get an explanation of the different types of consumer buying decisions.
As you likely know, people can be easily influenced. Learn to use this to your advantage. Let our lessons teach you how culture, values, social class, reference groups, opinions and leaders effect consumer decisions. You'll also see how such things play a part in the development of marketing materials. Thanks for watching our video lessons!
1. Understanding the Consumer Decision-Making Process: A Marketing Must
In this lesson, you'll see how a consumer moves through a decision making process in order to purchase a product or service. Learn what methods marketers use to take advantage of this process.
2. Consumer Behavior Theory and Marketing Strategy
Watch this lesson to find out how marketers can use predictions about our behavior to create a strategy that helps them reach out to us and influence our decisions to buy.
3. Consumer Psychology and the Purchase Process
Basic psychology concepts like learning, memory and conditioning can play a big role in dictating what we decide to buy. Watch this video to see how they work together.
4. Brand Familiarity and the Purchase Process
The brand of a product is like its personality. In this lesson, we'll discuss the different levels of brand familiarity and how they can impact the decision making process.
5. Cognitive Dissonance & Post-Purchase Process
Have you ever second-guessed a major purchase? Watch this video to understand what cognitive dissonance is and how marketers can keep us from experiencing it.
6. Buying Behavior and Marketing: Types of Consumer Buying Decisions
Marketers must consider how consumers decide to buy their product. Consumers use nominal, limited, and extended decision making. Watch this video to learn more about the different types of consumer decisions.
7. Influences on Consumer Buying Decisions: Cultures, Values & More
External influences are all around us and play a large role in our buying decisions. Watch this video to see how cultures, values and other influences shape our purchases.
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Other chapters within the Business 102: Principles of Marketing course
- Marketing Philosophies and Ethics
- Competitive Advantage
- The Marketing Environment
- International Marketplace
- Business Marketing and Marketing Research
- Segmentation and Product Marketing
- Managing a Product and Retailing
- Services Marketing, Marketing Channels & Supply Chain Management
- Promotion, Advertising and Public Relations
- Selling and Pricing Strategy
- Studying for Business 102