Target Audience Decisions

Consumer behaviour can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. The conceptual model in Figure 3–1 will be used as a framework for analyzing the consumer decision-making process. We will discuss what occurs at the various stages of this model and how advertising and promotion can be used to influence decision making. The five-stage decision process model of Figure 3–1 views the consumer as a problem solver and information processor who engages in mental processes to evaluate alternative brands and determine the degree to which they might satisfy needs or purchase motives. This model is a form of cognitive learning. Consumer learning has been defined as “the process by which individuals acquire the purchase and consumption knowledge