Beruflich Dokumente
Kultur Dokumente
Consuming:
How do you use the product? How do you store the product? How much you consume? How the product compares with expectations?
Disposing:
How do you get rid of remaining product? How much you throw away after use? Can you resell items yourself or through a consignment store? How do you recycle some products?
Consumer behavior is affected by consumer influences (personality, motivations, attitudes, etc.) and by organizational influences (advertising, brand, price, etc.)
Decision-process stages
1. 2. 3. 4. 5. Problem recognition Information search Evaluation of alternatives Product choice Outcomes
Object or stimulus
Differentiation of alternatives, source of communication, content of communication
Situational factors
Purchase/use, occasion
Attitude scales
Likert scales
Asked to agree or disagree with a statement Easy to prepare and interpret Simple for consumers
What is an industry?
Industry:
Group of organizations offering goods or services that are similar and close substitutes for one another The level of analysis determines what could be classified as direct competitor and what could be classified as substitutes