1. Determining Behavior ChangeConsumer Behavior and the
Decision Making Process
Briana Krompier, Transformer
Presidio Graduate School
Managerial Marketing
Spring 2011
2. Marketing to Change Behaviors
3. EL Applications
4. Decision Making Process
What kinds of marketing activities coincide with each stage of the
buying process and why do we care?
Problem
Recognition
Information Search
Evaluation
of Options
Purchase Decision
Postpurchase Behavior
5. 1. Problem Recognition
6. Problem
Solution.
You want to keep warm when youre feeling chilled, but you dont want
to raise your heating bill. Blankets are okaaay, but they can slip
and slide. And when you need to reach for something, your hands are
trapped!
7. Problem.
Making pasta can be an adventure ouch! You have to grab tight with
pot holders. Oh no! There must be a better way.
Solution.
8. Problem.
Do you love stylish, sexy jeans? Do you love soft, comfy pajama
bottoms?
Solution.
