What is Consumer Behavior?

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What is Consumer Behavior?

• The study of individuals, groups, or
  organizations and the processes they use to
  select, secure, use, and dispose of products,
  services, experiences, or ideas to satisfy needs
  and the impacts that these processes have on the
  consumer and society.

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In Laymans Terms?

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Outcomes from the study of CB

• Firm
• Individual
• Society

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Consumer Decision Process-A Generic Model
Problem Recognition
Information Search
Alternatives Evaluation
Purchase
Post-purchase Use and Reevaluation
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Overall Model of Buyer Behavior
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EXTERNAL INFLUENCES Culture Subculture Demographic
s Social Status Reference Groups Family Marketing
Activities
SITUATIONS Problem Recognition Information Searc
h Alternative Evaluation and Selection Outlet
Selection and Purchases Postpurchase Processes S
ITUATIONS
Experiences and Acquisitions
SELF-CONCEPT and LIFESTYLE
Needs Desires
INTERNAL INFLUENCES Perception Learning Memory Mot
ives Personality Emotions Attitudes
Experiences and Acquisitions
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Keys to Buyer Behavior

• Buyer behavior is a complex process.
• Buyer behavior involves different roles.
• Buyer behavior is influenced by external factors.