consumerbehaviormidterm

consumerbehaviormidterm - Understanding consumer behavior...

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Understanding consumer behavior plays a key role in a marketing strategy. Marketers need to realize how consumers think, and act when making a purchase. Lars Perner, Ph.D. Assistant Professor of Clinical Marketing gave the definition of consumer behavior as "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." (Lars Perner). Obtaining and using this information is crucial for marketers to attract a client base by meeting their needs and wants. Marketers must first understand that consumers go through a decision process when they are choosing to purchase a product. The time frame of can differ depending on what the item is, but there is usually some thought involved. The steps that accompany this process must be considered and used to the marketer’s advantage. First consumers understand that they have a need or a want that is unsatisfied, and want to move to a desired state. Next they might research information. This step can be very important to marketers because they need to make sure that the information about their product is readily available and easy to locate to the consumer. Web sites and catalogues may be a very useful tool when a consumer is seeking more information. Making sure that their previous customers where satisfied with their product is also crucial because consumers leave feedback on forums and websites. When choosing a hotel for a vacation spot, I tend to read reviews from others to get a sense of what type of hotel I will be staying at. Aside from an external search using outside information, they might do an internal search, or recalling on any previously obtained knowledge on the product. The next step would
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This note was uploaded on 10/18/2010 for the course BM 110 taught by Professor Arthur during the Spring '08 term at Mohawk Valley Community College.

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consumerbehaviormidterm - Understanding consumer behavior...

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