Consumer behaviour — definition?
Study of processes when individuals/groups select, purchase, use, dispose.
Decision-making — emotional influence?
Emotions significantly impact evaluation and impulse buying.
Consumer behaviour — definition?
Study of processes when individuals/groups select, purchase, use, dispose of products
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
Test your knowledge with 7 questions on Understanding Consumer Behavior and Positioning.
1. What causes the changing context of consumer behaviour according to the source?
2. What effect do emotions have on consumer evaluation of alternatives in the decision-making process?
Review the complete course in the study sheet for Understanding Consumer Behavior and Positioning.
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