Sports Marketing- Consumer Behavior

Front 1

4 Things Under Consumer Behavior

Back 1

1. Consumer motivation matters
2. Environment
3. Targeting issues
4. Segmentation of consumers

Front 2

5 Steps of Consumer Behavior

Back 2

1. Problem Recognition
2. Information Search
3. Alternative Evaluation
4. Purchase Decision
5. Post-Purchase Evaluation

Front 3

5 Steps of Consumer Behavior: 1. Problem Recognigion

Back 3

-You have a problem, so fix it.

-Sense a difference between ideal self and actual self

-Ex. When do you stop to get gas on a road trip?

Front 4

5 Steps of Consumer Behavior: 2. Information Search

Back 4

-Look for different options to best fit ideal state

-Internal- always do what you thing about it

-External- always don't do what you think about it
---Ex. Price comparing, internet, shopping, etc.

Front 5

5 Steps of Consumer Behavior:
3. Alternate Evaluation

Back 5

-Beliefs, attitudes, motivations

Front 6

Alternate Evaluation: Beliefs

Back 6

Ex. Mt. Dew is a source of caffeine; unhealthy, lots of sugar

Front 7

Alternative Evaluation: Attitudes

Back 7

Ex. With VitaminWater, "It's ok".
Ex. With Mt. Dew, "This tastes good."

Front 8

Alternative Evaluation: Intentions

Back 8

Ex. Intensions to buy or not to buy

Front 9

Alternative Evaluation: Evoke Set

Back 9

When you are going to get fast food, what do you think of? Arby's, Wendy's, etc.?

Front 10

Involvement in Decisions- highly involved =

Back 10

more motivated

Front 11

External Factors

Back 11

Ex. Reference groups, family demographics

Front 12

Internal Factors

Back 12

Ex. Personality, learning, attitude