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Why It Matters: Positioning Why learn about positioning? Ever since you were small, you have loved special occasions and gatherings. It started with sprawling extended-family picnics when you were a child. From there, you graduated… Why It Matters: Positioning

Putting It Together: Consumer Behavior Applying the Concepts: Finn’s Family Buys a Pet Do you remember Finn, the newest little consumer who arrived at the beginning of this module? Let’s suppose that Finn’s parents decide they want… Putting It Together: Consumer Behavior

The Organizational Buying Process LEARNING OBJECTIVES Explain the B2B purchasing decision process Making B2B Buying Decisions The organizational buying process contains eight stages, which are listed in the figure below. Although these stages parallel those… The Organizational Buying Process

Introduction to B2B Purchasing Decisions What you’ll learn to do: explain the B2B buying process and factors influencing B2B purchasing decisions Up to this point, our discussion about decision making has focused on individual consumers (B2C).… Organizational Buyer Behavior & B2B Purchasing Decisions

Social Factors LEARNING OBJECTIVES Describe social factors that influence what and when consumers buy People Influencing People Social factors represent another important set of influences on consumer behavior. Specifically, these are the effects of people and… social factors that influence what and when consumers buy

Psychological Factors LEARNING OBJECTIVES Describe psychological factors that influence what and when consumers buy Consumer Decisions and the Workings of the Psyche When we talk about psychological factors that influence consumer decisions, we are referring to… psychological factors that influence what and when consumers buy

Personal Factors LEARNING OBJECTIVES Describe personal factors that influence what and when consumers buy In addition to situational factors, there are also individual traits and characteristics that can shape purchasing decisions. These include things like… personal factors that influence what and when consumers buy

Situational Factors LEARNING OBJECTIVES Describe situational factors that influence what and when consumers buy Buying Task The buying task refers to the consumer’s approach to solving a particular problem and how much effort it requires.… situational factors that influence what and when consumers buy

Introduction to Factors Influencing Consumer Decisions The consumer decision process helps you understand the steps people go through when they are deciding whether and what to buy. Many different factors can influence the outcomes of purchasing… Factors Influencing Consumer Decisions

Introduction to Low-Involvement vs. High-Involvement Decisions What you’ll learn to do: explain the different buying processes for low-involvement and high-involvement decisions In our discussion of the consumer decision process, we noted that not all purchasing decisions… different buying processes for low-involvement and high-involvement decisions