Learning Outcomes
   1     Explain why marketing managers should understand 
         consumer behavior
   2     Analyze the components of the consumer decision-
         making process
   3     Explain the consumer’s post-purchase evaluation 
         process
   4     Identify the types of consumer buying decisions and 
         discuss the significance of consumer involvement
   2
              Learning Outcomes
   5      Identify and understand the cultural factors that 
          affect consumer buying decisions
   6      Identify and understand the social factors that 
          affect consumer buying decisions 
   7      Identify and understand the individual factors that 
          affect consumer buying decisions
   8      Identify and understand the psychological factors 
          that affect consumer buying decisions
   3
      The Importance of Understanding 
                 Consumer Behavior
            Explain why 
      marketing managers 
       should understand 
       consumer behavior
     1
                                                               4
      Understanding Consumer Behavior
       What is it?
       The processes a consumer uses to make decisions 
       when purchasing goods or services
       Why understand consumer behavior?
       Helps marketing managers…
        redesign products to meet consumer needs
        promote products in an effort to change decisions
        and helps the government shape public policy by   
            educating consumers 
   5
                     The Consumer 
             Decision-Making Process
             Analyze the 
            components 
          of the consumer 
          decision-making 
               process
     2
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