MKTG 35035 Chapter Notes - Chapter 2: Consumer Behaviour, Normative Social Influence, Personal Selling

• School: Kent State University
• Department: Marketing
• Course: MKTG 35035
• Professor: Theresa Melotti

Document Summary

Consumer value: consumer behavior plays an important role in marketing because marketing is all about how firms can provide value for their consumers so that consumers in turn provide value for those firms. So a good starting place to understand consumer behavior is to understand consumer value. How consumers soon value goods and services and what makes them want to then purchase and consume those goods and services: consumer value is the end result of a process that we call the consumer value framework. It incorporates a number of different influences on consumer decisions, which ultimately influence how much value the consumer perceives break down each piece of this in detail over the course of in purchasing and consuming your product. And while this may seem simple, don"t i just buy things, it actually involves a number of different steps where consumers can be influenced by different factors.