MKT 100 Lecture Notes - Lecture 2: Shampoo, Reference Group, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Katie Lebel

Document Summary

Consumer decision making process: traditionally viewed as, problem identification, information search, alternative evaluation, purchase, post-purchase anxiety. Search for alternatives or information search: consumers seek information about how best to satisfy the need they have identified. It may start first with brands that the consumer may already know about because this may be a repeat purchase. Factors influencing consumer buying decisions: the factors are divided into 3 factors of influence, psychological, socio-cultural, situational. Psychological influences: this includes, motivation, personality and self-concept, perception, learning, values, beliefs and attitudes. Various fast food advertisements focus on satisfying hunger as the reason for purchase. Motorcycles are associated with individuals who enjoy risky behaviour and are marketed as such. Perception: perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world. Learning: lear(cid:374)i(cid:374)g refers to a (cid:272)ha(cid:374)ge i(cid:374) a perso(cid:374)"s thought pro(cid:272)esses or (cid:271)eha(cid:448)iour that arises from experience; it takes place throughout the consumer decision process.