12-10-2010, 09:32 AM
ConsBeh Pt 1of3 decprocess 1Aug06 n58.ppt (Size: 1.21 MB / Downloads: 108)
Understanding Consumer Behavior
Objectives
To conceptualize basic models of
consumer behavior
To understand the consumer decision process for goods, services, and ideas
Simplified Model
Why Study Consumer Behavior?
To implement the Marketing Concept . . a plan to influence buyer – seller exchanges to meet organizational goals
To understand complex influences on consumption processes
To increase a manager’s confidence to predict consumer responses to their marketing strategy
To avoid “the Self-Reference Criterion”