Involves a consumer’s ability to understand products and services

ex. what products and services mean to consumers/ what consumers experience in purchasing/using them 2. Traditional: based on theories/methods from cognitive, social and behavioral PSYCHOLOGY and SOCIOLOGY … understanding consumer’s product knowledge and involvement helps marketers: understand critical consumer-product relationship …

According to the basic marketing concept, a firm exists to _____, only to the extent that they understand the people or organizations that will use the products and services they sell. satisfy needs A metropolitan area with a total population of more than 10 …

Consumer Behavior Flashcards | Quizlet

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The process of planning, pricing, promoting, selling, and distributing ideas, goods, or services to create exchanges that satisfy customers goods tangible items that have monetary value and satisfy your needs and wants

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What are the characteristics of a consumer?

Consumers: (consumer activities) consumers and organizational buyers who exchange resources for various goods/services. -interest in making exchanges that help them achieve their goals and the UNDERSTAND OF THEIR OWN BEHAVIOR Marketing Strategy

What is product involvement in consumer behaviour?

Product Involvement involvement: consumers perceptions of importance or personal relevance for an object, event, activity. -not just high/low -energizes consumers cognitive and affective processes and behaviors as decisions are made

How do consumers combine different types of knowledge?

-how consumers combine different types of knowledge: 1. to form overall evaluations ATTITUDES of products, other objects, and behaviors 2. to choose among alternative behaviors, such as a purchase/don’t purchase/rent/lease -The integration processes are critical to understand consumer behavior

How do consumers make inferences about their own behavior?

-interpretation processes by which consumers understand or make sense of their own behavior -during comprehension, inferences are made by consumers INFERENCES during comprehension: -interpretations that product knowledge or beliefs that go beyond given info -play large role in construction of means-end chain

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Understanding consumer behaviour, from the inside out Video Answer

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