MKTG 221 Lecture Notes - Wwho, Social Class
Document Summary
Consumers - all individuals and households who buy and/or acquire goods and services primarily for personal, non-business use, to understand the consumer market, we must understand how consumers process information. Information includes: to understand consumer behavior, we must understand the consumer"s mental processes. Individual factors: situational factors, social influences, black box theory. Outcome/choice: buy, not buy, postpone, black box theory continued: Just because a consumer begins the process does not guarantee that the. Due to difference in individual characteristics, social influences, situational. As consumers go through the process, they learn this experience tends process will end with a purchase. to influence future decisions. factors every consumer goes through the process differently. buyer, and product offering to product offering. Not all buying decisions are similar can differ as a result of buyer"s past experiences, as well as the degree of importance they associate with the type of purchase considered. alternatives > purchase decision > post purchase behavior.
