Understand the major factors influencing
Know and recognize the types of buying
Understand the stages in the buying
Consists of all the
Memory, Learning, and Perception
Memory, Learning, and Perception:
A simple, memorable ad campaign
The got milk? campaign features messages which provide information about the
benefits of milk, yet these messages are easy to comprehend
An ad with a comple
Culture and Subculture
Culture is part of the external influences that impact the consumer. That is, culture represents
influences that are imposed on the consumer by other individuals.
The definition of culture offered in one textbook is That complex who
What is Consumer Buying Behavior?
Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying
and using products.
Need to understand:
why consumers make the purchases that they make?
what factors influe
What is an Attitude?
An attitude is a lasting general evaluation of something - it has knowledge of that
something, liking or disliking, and the strength of the feelings.
Attitudes are lasting, but changeable
They help to direct behavior - eg
QUESTION 4: If you are involved with social networking sites and or blogs, please explain
why you are using it? What benefits do you derive from it? Who are the target audiences?
Have any concerns about privacy?
Social networking site can