consumer behavior

NEED RECOGNITION

INFORMATION SEARCH

ALTERNATIVE EVOLUTION

PURCHASE & CONSUMPTION

POSTPURCHASE

- need VS wants

- functional need

- psychological need

- internal search

- external search

performance

financial

social

psychological or safety

psychological

PERCEIVED RISK

Evaluate criteria & determinant of attributes

- UNIVERSAL

- RETRIEVED

- EVOKED

-Increase rate conversation

- expand product line

- enhance customer service

1. develop realistic expectations

2. demonstrate correct product use

3. encourage customer feedback

4. make contact with customer

psychological factors:

ATTITUDE

- cognitive

- affective

- behavioral

psychological factors:

PERCEPTION

- selection

- organization

- interpretation

social factors:

- family

- reference groups

- culture