Chapter_5 - 1 Consumer Behaviour (week four) 2 Learning...

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Unformatted text preview: 1 Consumer Behaviour (week four) 2 Learning objectives 1. Name the elements in the stimulus-response model of consumer behaviour. 2. Outline the major characteristics affecting consumer behaviour. 3. Explain the buyer decision process and discuss need recognition, information search, evaluation of alternatives, the purchase decision and post-purchase behaviour. 4. Identify and define the consumer buying roles 5. Illustrate different types of buying decision behaviour. 6. Express the basics of the buyer decision process for new products and identify stages in the adoption process 3 What is a Consumer Market? The consumer market consists of all the individuals and households who buy or acquire goods and services for personal consumption. Australian consumers vary tremendously in age, income, education level, and tastes. And they buy an incredible variety of goods and services. How consumers make their choices among these products takes us into a fascinating field comprised of personal, cultural, and social influences. 4 A Model of Consumer Behaviour Consumers make buying decisions every day. And they make many different types of purchases. Most marketers undertake consumer research to try to learn more about: what consumers buy, who buys, how they buy, when they buy, where they buy and, most importantly, why they buy. The central question is: How do consumers respond to the various marketing stimuli the marketing organisation might use? 5 Model of Consumer Behaviour Marketing and Other Stimuli Buyers Black Box Buyers Response ?...
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Chapter_5 - 1 Consumer Behaviour (week four) 2 Learning...

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