Marketing, Consumer Behavior

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Marketing, Consumer Behavior by Mind Map: Marketing, Consumer Behavior

1. Consumer

1.1. has

1.1.1. Emotions Types Positive (Social goals) Negative (survival goals) Theories Plutchik's Wheel of Emotions Broaden and Built Maslow’s Hierarchy of Customer Service Affect Decision Making Anticipated (future, expected) emotions Immediate emotions Crucial role in Advertisement

1.1.2. Activation / Arousal / Performance / Involvement Relations between Performance and Activation Causes of Activation Emotional Stimuli Cognitive stimulation Physical stimulation Threats Deflection or deviation Over activation stimuli Involvement Determinants of Involvement Affects Involvement Cycle Types

1.1.3. Motivation Conflicts Appetence-Appetence (positive-positive) Appetence-Aversion (positive-negative) Aversion-Aversion (negative-negative)

1.1.4. Lifestyle

1.1.5. Personality Big Five personality traits Extraversion - Introversion Conscientiousness Openness to experiences Agreeableness Neuroticism

1.1.6. Needs Internal Self-actualization Esteem Love and belonging Security Physiological External

1.1.7. Experience or Knowledge

1.1.8. Expectations Ideal expectations Must be (at least) Average quality in an industry Favourite Brand as a Standard Expectations for the paid Price

1.1.9. Perceived Risks Types of Risks Monetary Risks Time Risks Functional Risks Physical Risks Social Risks Phychological Risks Risk Reduction Methods Information Search Remain Brand Loyal Rely on Brand Image Rely on Store Image Buy the most expensive Look at guarantees Buyers vs Purchase sensitive to Risks

1.1.10. Attitudes Tri-Component Model Affective (Emotions and Feelings) Cognitive Conative (volition) Measures Attitude Toward Object Model (for Change Attitudes) Add an attribute to product Change the weight (perceived importance) of an attribute Develop new Product Attitude Formation Experience or Knowledge Word of mouth Advertisements / Media Affect Product image Brand Image

1.1.11. Cognitive Dissonance (after sale) reduce by Increase the chosen attractiveness Decrease attractiveness of alternatives New Information search and finding confirmation

1.1.12. Uncertainty (before / after sale) Provide instructions, welcome kit, support

1.2. does

1.2.1. Decision Making Process Meta Goals in Decision Making Maximize the Accuracy Minimize the Cognitive Efforts (computation) Minimize negative emotions (errors) Maximize the Ease of evaluation of the Decision Process Postpurchase behavior Decision Selection from Alternatives Evaluation of alternatives Information Search Problem Recognition Levels Routinized Limited Extensive

2. Product

2.1. features or attributes

2.1.1. Feature evaluation and selection (Kano Model) Must be Performance (One-dimensional) Neutral (indifferent) Attractive Reverse

2.2. marketing image

2.3. Value

2.4. Price

2.4.1. Monetary (money paid)

2.4.2. Non-monetary (time, efforts, etc)

2.5. Guarantees (positive presale signal)

2.5.1. Effects Internal Focus on Needs Improve services and processes Identifies failure points Collect feedback Define quality standards External Risk reduction Quality signal Word of mouth Gives feedback if dissatisfied Reduce dissatisfaction

2.5.2. Characteristics Unconditional Easy to understand Reasonable Easy claimable Credible

3. Organization

3.1. Promotion

3.1.1. Web Site Quality Usefulness Response time Entertainment

3.1.2. TV advertisement

3.1.3. Internet Advertisement

3.1.4. ...

3.2. Distribution (Placement)

4. Customer Satisfaction

4.1. Measures

4.2. gives

4.2.1. Customer Loyalty Buz more Less price sensitive Servicing them is cheaper Spread positive word of mouth Readz market for new products

4.2.2. Customer Delight

4.2.3. Market Success

4.2.4. Economic Success

4.2.5. Customer Retention Intensity of Satisfaction Type of satisfaction Risk of Alternatives Actual (emotional) Loyalty