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Consumer psychology
Consumer Decision Process The consumer's decision process consists of six basic stages: stimulus, problem awareness, information search, evaluation of alternatives, purchase, and post purchase behavior. A stimulus is a cue (social, commercial, or noncommercial) or a drive (physical meant to motivate or arouse a person to act).
Personal sources, such as friends and family. Public sources, including various product-rating organizations such as Consumer Reports. Marketer-dominated sources, such as advertising, company websites, and salespeople
Many firms work to produce positive post purchase communications among consumers and contribute to relationship building between sellers and buyers. Cognitive Dissonance. The feelings of post purchase psychological tension or anxiety a consumer often experiences Firms often use ads or follow-up calls from salespeople in this post purchase stage to try to convince buyers that they made the right decision.
Environmental Factors
Marketing Stimuli Product Price Place Promotion Environmental Stimuli Economic Technology Political Cultural Demographic Natural
Byers Responses
1.Product choice 2.Brand choice 3.Dealer choice 4.Purchase timing 5.Purchase amount Consumer Retention Consumer Relation Consumer Management Con. Personalisation One-to-one Marketing Relationship Marketing