University:
California State University, Northridge
Course:
MKT 348 | Consumer Behavior
Academic year:

2023
Views:

14

Pages:

2
Author:

Mahmoud M.

Consumer behavior notes Definition of Consumer Behavior: Dynamic in perspective, the thoughts and behaviors of consumers, the goals of consumers and society are constantly changing, refer to the interaction between human thoughts, feelings and actions and the environment. Consumer behavior in personal communication. So people gave valuable things. Such a 5W + 1H business is to provide useful products to customers, buyers, partners and the entire community. Consumer Behavior Framework Why do consumers buy/not buy products? How do consumers learn about products? Why do consumers buy type A instead of type B? Why are customers loyal to brands? Consumer Analysis Wheel: Used to research, analyze and understand consumers to help marketers create better strategies 1. Consumer Behavior: Refers to physical behaviors that can be directly observed and measured by others. 2. Consumer emotion and cognition. - Influence refers to their thoughts, feelings (like or dislike things). - Knowledge is about thinking (knowledge, meaning, belief). 3. Consumption environment: refers to everything outside of that influences how consumers think, feel and act. - The behavior of others in the culture that influences the consumer, subcultures include relationships such as user groups and families. - By Physical Force, Case Child Extraction Effect: Like Tooth Extraction Cognitive: Good Dental Education Social Stimulation: Family Physical Stimulation: Room Touch and Smell Utilitarian (need): healthy/cheap (Padang/Warteg) Value (symbolic/social need): gourmet food (restaurants in China/Japan) Experiential (hedonic/aesthetic needs): delicious food (Hotel Restaurant) Financial Risk Product Risk Psychological Risk Security Risk Time Risk