Consumer Behavior

Consumer Behavior - Consumer Behavior 1/25/12 Consumer...

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Consumer Behavior 1/25/12 Consumer Behavior : the behavior that consumers display in; searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs Need : the difference between where you are and where you want to be (state of felt deprivation) Benefit : the outcome sought that motivates consumer behavior 3 Layers to Every Product: 1. Core = Benefit 2. Actual Product = good, service, idea 3. Augmented Product = over and above what the actual product, service, idea is Consumer Behavior focuses on how people and individuals make decisions Types of questions to ask: What people buy Where they buy Why they buy When they buy How often they buy How often they use product How do they get info to assist them in making a buying decision How they evaluate post-purchase Cognitive Dissonance : aka buyer’s remorse Product Concept: consumers want more quality performance and features for the dollar Selling Concept: selling what we can produce, selling what’s available (product oriented)
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Consumer Behavior - Consumer Behavior 1/25/12 Consumer...

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