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Consumer behaviour is the study of the
Lesson 1:
Consumers are
problem solvers
Purchases are responses
to problems consumers
face.
After realising that they
natural.
Its normally complicated
by consumer hyperchoice.
a)
b)
c)
d)
conscious effort.
b)Partially: not as motivated to search for
information or to evaluate rigorously. They use
simple decision rules to choose.
c)Extensively: feel that eventual decision carries
a degree of risk.
Lesson 4: Consumers
want more stuff
Consumers recognise the
f)
better decisions.
Ongoing: involved with the product to build a bank of
info for the future.
Internal: scanning memory to gather product
alternative information.
External: obtaining information from ads, retailers,
catalogs, friends, family and web sites.
Deliberate: existing product knowledge obtained from
previous information search or experience of
alternatives.
Accidental: exposure over time to observations of