33:630:301 Lecture Notes - Lecture 7: Subculture, E-Procurement, Supplier Relationship Management
28 Dec 2019
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Document Summary
Consumer buyer behavior = buying behavior of final customers. Consumer market = all of the individuals and households that buy or acquire goods and services for personal consumption. Consumer buyer decision process: rational (utilitarian) purchase decision process, trigger know feel do, need recognition information search evaluation of alternatives . Purchase decision post purchase behavior: gap (actual desired, self-expressive decision process, trigger feel do (know) Impulse, need: low-involvement decision process, trigger know do (feel, stock depletion. Consumer decision journey = a circular model that is: dynamic shoppers interact interchangeably across channels; purchase decisions at less predictable points, accessible shoppers receive info anytime, anywhere, from anyone, continuous touch points are always on. Cognitive dissonance = the state of having inconsistent thoughts, beliefs, or attitudes, especially as relating to behavioral decisions and attitude change. Innovators: early adopters, early mainstream, late mainstream, lagging adopters.
