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Describe the important bases on which markets are segmented. Positioning is a decision reached by a marketer to try to achieve a defined brand image relative to competition within a market segment.
Product positioning decisions are strategic Qus: Tri-component attitude model According to this model, attitudes consist of three main components: Cognitive component knowledge, beliefs 2.
Affective component emotions, feelings 3. Understanding Consumer decision — Making process Generally it is believed that decision-making is the cognitive process of selecting a course of action from among multiple alternatives.
The most common examples are shopping and deciding what to eat. Decision-making is said to be a psychological construct. It means that although one can never "see" a decision, one can infer from observable behaviour that a decision has been made.
Therefore, we can conclude that a psychological event called "decision-making" has occurred. It is a construction that imputes commitment to action. That is, based on observable actions, it is assumed that people have made a commitment to effect the action.
Problem recognition is a critical stage in consumer decision-making process because without it, there is no deliberate search for information. Among consumers, there are two types of problem recognition approaches. In actual state types, the consumer recognises that they have a problem when a product does not perform properly e.
In desired state type, the consumer has the desire to own something new; this may activate the decision process. What are the five categories of adopters classified by time of adoption?
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The rate at which the diffusion of an innovation takes place is a function of the Qus: Nicosia Model of Consumer Decision-Making Conflict Model Francesco Nicosia was one of the first to develop consumer behaviour model in the early s and shift focus from the act of purchase itself to the more complex decision process that consumers engage in Get fully solved assignment.
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Sales processes differ across products as well as approaches and strategies followed by an organization. For example, the process usually adopted in a consumer product.
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