consumerbtopic1 - Consumer Behavior Introduction Consumer...

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Consumer Behavior Introduction Consumer Behavior is an interdisciplinary field that incorporates the theories found in psychology, sociology, and communication. Consumer Behavior as a college course is far more theoretical than a marketing course as marketing is more applied. Basically consumer behaviorists ask two questions: Why do people buy the products they buy and Why do people not buy certain products. Most of the literature of consumer behavior focuses on why people buy, but it is just as Informative to determine why they don’t buy. A product is not simply a product – it is what we refer in the language of the field, as a bundle of attributes. Take the example of Ivory soap and what this bar of cleanser represents in the mind of the consumer. It has claimed for over 100 years that it is 99-1/4 pure as well as being white in color, as a fragrance, and is juxtaposed often with a mom and a baby. These are attributes.
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