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
Testez vos connaissances avec un QCM de 7 questions sur Understanding Consumer Behavior and Positioning.
1. What causes the changing context of consumer behaviour according to the source?
2. What is consumer behaviour?
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