Consumer and Customer Behavior - 08-02-06

Consumer and Customer Behavior - 08-02-06 - CUSTOMER VS...

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CUSTOMER VS. CONSUMER BEHAVIOR Customer behavior: a broad term that covers both individual consumers who buy goods and services for their own use and organizational buyers who purchase business products Consumer behavior: the process through which the ultimate buyer makes purchase decisions
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Search Search Alternative Alternative Evaluation Evaluation Purchase Purchase Decision Decision Purchase Purchase Act Act Post- Post- purchase purchase Evaluation Evaluation Problem Problem Opportunity Opportunity Recognition Recognition THE CONSUMER DECISION PROCESS Consumers complete a step-by-step process when making purchase decisions
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Classifying Consumer Problem-Solving Processes Routinized Response Behavior Purchases made routinely by choosing a preferred brand or one of a limited group of acceptable brands Examples: © PhotoDisc
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Classifying Consumer Problem-Solving Processes Routinized Response Behavior Situation where the consumer has previously
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Consumer and Customer Behavior - 08-02-06 - CUSTOMER VS...

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