Consumer Behavior: Topic 1

Consumer Behavior: Topic 1

1. definition

   • thoughts
   • research
   • actions
   • purchasing drivers
   • exchange process

2. charactertistics

   • purposeful
   • sovereign customer
   • influencable
     • not controllable

3. traditional model

   • awareness
     • interest
       • evaluation
         • trial
           • adoption

4. types

   • purchase
     • acquisition
       • usage
         • disposing
           • communication
             • word of mouth
   • dynamic
   • involves many
     • people
     • decisions

5. influences

   • consumers
     • values
       • culture
         • feelings/emotions
           • perceptions/judgements
             • family/friends
               • opinions/attitudes
   • organizations
     • brand
       • advertising
         • word of mouth
           • price
             • quality
               • availability