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Motivation, Attitude, and Buying Choices As you learned, when reading about the multi-attribute attitude model, attitudes are the enduring assessment a consumer makes about a product or brand or firm, based on their personal experiences,… Customers Buying Choices main factors used : Motivation, Attitude, and Buying Choices

Describing Customers What you’ll learn to do: Summarize the main factors used to describe customers It’s important for retailers to understand their customers because their needs and desires shape their actions and purchases. Consumers are influenced… Describing Customers

Understanding Customers What you’ll learn to do: Describe why it is important for retailers to research and understand their customers Previously, you learned that no matter how similar consumers might appear to be, they are seldom… why it is important for retailers to research and understand their customers

Understanding Customers What you’ll learn to do: Describe why it is important for retailers to research and understand their customers Previously, you learned that no matter how similar consumers might appear to be, they are seldom… Understanding Customers

Habitual Decision-Making As you read, some consumers have an extended problem solving mindset, putting a great deal of effort into their purchase decisions. Others have a limited problem solving mindset, putting in little consideration because… Habitual Decision-Making

Increasing Sales with Limited Problem Solving By contrast, consumers with a limited problem solving mindset put in little consideration before arriving at a decision. Because of the minimal time and energy committed to the search,… Increasing Sales with Limited Problem Solving

Models of the Buying Process What you’ll learn to do: Identify the various models of buying processes In the sections titled Consumer Decision-Making Process and The Steps of the Buying Process, we introduced processes or steps consumers engage in… Models of the Buying Process

Multiattribute Model “You can’t be all things to all people.” -Michael Porter All firms, when making strategic decisions, must choose between alternative courses they could pursue. In doing so, they make appropriate trade-offs, which they… Multiattribute Model

Information Used in Buying Decisions As you saw in the previous module, there is no shortage of ways that consumers can collect information to support their purchase decisions. This fact is underscored in the description… Information Used in Buying Decisions

Conflicting Needs of Customers How can a customer have conflicting needs? If they need something, shouldn’t it be clear what they want? How can there be conflict? We’ll work toward this by evaluating needs in… Conflicting Needs of Customers