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Consumer Behavior

Introduction to CB and Marketing Strategy

What IS Consumer Behavior? DYNAMIC INTERACTION of affect and cognition, behavior, and the environment by which people conduct the exchange aspects of their lives.
What does Consumer Behavior INVOLVE? THOUGHTS, FEELINGS AND ACTIONS people experience and perform in CONSUMPTION PROCESSES. The things in the ENVIRONMENT that influence consumers (comments from other consumers, advertisements, price information, packaging, product appearance, blogs, etc.
Why is Consumer Behavior DYNAMIC? Thinking, feelings, and actions of individual consumers, targeted consumer groups, and society at large are constantly changing. Requires ongoing consumer research and analysis of important trends. Product life cycles are getting shorter due to the
Consumer Behavior involves INTERACTIONS among people's thinking, feelings and actions, and the environment, therefore: Marketers need to UNDERSTAND: - what products and brands MEAN to consumers. - what CONSUMERS must DO to purchase and use them. - what INFLUENCES shopping, purchase and consumption
Consumer Behavior involves EXCHANGES between human beings because... People give up something of value to others and receive something in return.
PRE-PURCHASE issues from the CONSUMER'S perspective How does a consumer decide that they need a product? Best sources of information to learn more about alternative choices?
PURCHASE issues from a CONSUMER'S perspective Is acquiring a product a stressful or a pleasant experience? What does the purchase say about the consumer?
POST-PURCHASE issues from a CONSUMER'S perspective Does the product provide pleasure or perform its intended purpose? How to eventually dispose of the product, and what are the environmental consequences of this act?
PRE-PURCHASE issues from a MARKETER'S perspective How are consumer attitudes towards products formed and/or changed? What cues do consumers use to infer which products are superior to others?
PURCHASE issues from a MARKETER'S perspective How do situational factors (time pressure, store displays) affect the consumer's purchase decision?
POST-PURCHASE issues from a MARKETER'S perspective
Created by: itzelbq
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