CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

1. Consumer decision process

   • The consumer decisions, have influences or insights
     • Consumer influences
       • Culture Ethnicity Personality Values Life stage Family Income Feelings Attitudes Opinions Motivations Etc
     • Organizational influences
       • -Brand -Product features -Advertising word -promotions -Display prices -Quality service -Store ambiance -Loyalty -packaging -product availability
     • External influences
     • Internal influences
       • Self-concept and lifestyle
         • Situations: -Problem recognition -information about a product or a service -selection and purchase a product -postpurchase processes
   • Obtaining
     • How you decide you want to buy
   • Consuming
     • How you use the product
   • Disposing
     • How you get rid of remaining product
   • Culture is the main modifier of consumer behavior
   • Information procesing
     • Exposure: We are constantly exposed to the product
     • Attention: We found something that strikes us
     • Interpretation of the product
     • Memory: you remember if you like-need the product or not