Chapter 1
Buyer/Consumer Behavior
*Overview of buyer behavior
….all those mental and non mental activities of people engaged in actual or potential use
of market items. Products, services, org, ideas, sets of information, etc….
….those acts by individuals directly/indirectly involved in obtaining and using economic
goods and services…. including the decision processes which precede and determine
those actions.
*Disciplines which integrate within the area of buyer behavior;
Anthropology (cultural)… understanding of standards of behavior passed on from one
gen. to another.
Economics… understanding rational thinking/behavior
Psychology...understanding personal thinking and behavior
Sociology…. understanding societal group thinking and behavior
Social Psychology… understanding personal thinking/behavior within group structures
*Example
Desires
Wants---Customer---------------Purchase---------------Usage------------Post purchase
Needs
Exchange
Evaluation
(Note) Three stages to be concerned with: 1. Pre purchase 2. Purchase 3. Post purchase
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- Spring '08
- MARYBETHWHITE
- Psychology, Financial Accounting, buyer behavior, behavior Social Psychology, Goals Buyer orientation, buyer satisfa Alternative, Specific psychological expectations
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