Flashcards: Understanding Consumer Behavior and Positioning — 9 cards

Consumer behaviour — definition?

Study of processes when individuals/groups select, purchase, use, dispose.

Consumer behaviour — definition?

Study of processes when individuals/groups select, purchase, use, dispose of products

Decision-making — emotional influence?

Emotions significantly impact evaluation and impulse buying.

Global consumer culture — influence?

Influences consumer behaviour via worldwide marketing and consumption patterns

Decision-making stage — need recognition?

Awareness of functional, emotional, or psychological needs

Internal vs external search — difference?

Memory versus outside sources for information evaluation

Choice criteria — purpose?

Standards for evaluating and selecting alternatives

Market segmentation — purpose?

Identify groups with similar characteristics affecting marketing strategy

Targeting — evaluation?

Assessing each segment's potential to decide which to serve