Consumer behavior
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The document summarizes the consumer decision process in 6 steps: (1) need recognition, (2) information search, (3) alternative evaluation, (4) purchase and consumption, (5) post-purchase outcomes, and (6) factors influencing the process. It describes the key aspects of each step, such as functional vs. psychological needs, internal vs. external search, and compensation vs. non-compensation decision rules. Additionally, it outlines psychological, social, and situational factors that can impact consumer decisions at each phase.
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This document outlines consumer buyer behavior and the consumer decision-making process. It discusses factors that influence consumer behavior like culture, subcultures, social classes, groups and networks, and personal factors. It also examines psychological factors of motivation, perception, learning, beliefs, attitudes, and the consumer decision process of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Finally, it briefly introduces business buyer behavior and the business decision process.
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1. The document discusses key aspects of understanding consumer behavior such as identifying important customer segments, their purchase criteria, and how they buy products.
2. It outlines factors that influence consumer behavior like cultural, social, personal characteristics and introduces concepts like brand personality, reference groups, and consumer buying roles.
3. The consumer buying process is summarized involving need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Market segmentation strategies are also covered.
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This document discusses consumer behavior and the buying decision process. It defines consumer behavior as how people select, purchase, use, and dispose of goods and services. Consumer buying behavior is influenced by cultural, social, and personal factors. The buying decision process involves 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Cultural, social, and personal factors influence each stage of the decision process.
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This document discusses consumer behavior and the factors that influence it. It covers the definition of consumer behavior as the study of how individuals purchase, use, and dispose of goods and services. It then outlines several key factors that affect consumer behavior, including cultural, social, personal, and psychological influences. Finally, it describes the typical consumer decision-making process, from need recognition to post-purchase evaluation, and references several models of motivation and the psychological processes involved in purchase decisions.
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The document discusses consumer behavior and organizational buyer behavior. It defines consumer behavior and explains why marketers should study it. It describes Maslow's hierarchy of needs and the consumer decision making process, which involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses cognitive dissonance and organizational buyer behavior, including the decision making unit and types of buying situations.
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1. Howard Sheth Model
2. Extensive problem solving
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5. Inputs
6. Perceptual construct
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The Howard-Sheth model proposes that consumer behavior during purchase is rational and repeatable, influenced by incentives from the environment. The model includes four groups of variables: 1) input variables like product attributes, branding, and social influences; 2) hypothetical constructs around perception and learning; 3) output variables like purchase intention and brand attention; and 4) external variables not directly part of decision making like consumer traits and social groups.
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- Jeremy Bentham's hedonism from 1789 which states that human behavior is guided by seeking pleasure and avoiding pain.
- George Katona's theory from 1963 which proposed that consumers are influenced not just by economic factors but also social, political, and psychological factors in their decision making.
- Francesco Nicosia's model from 1966 which conceptualized consumer decision making as occurring across four fields: firm and consumer traits, consumer search and evaluation, the act of purchase, and feedback.
- John A. Howard and Jagdish N. Seth's model from 1969 which categorized three types of consumer response behavior: extensive problem solving, limited problem solving
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The document discusses factors that affect retail shops, including the range of merchandise offered, convenience of shopping locations, travel time to stores, socio-economic factors of customers, and stages of a family's life cycle. It also outlines the five stages of a consumer's decision making process: recognizing a need, searching for information, evaluating alternatives, making a purchase decision, and post-purchase behavior evaluation. Range of merchandise, convenience, travel time, socio-economic differences, and life cycle stages all influence where customers choose to shop and what they purchase.
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Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
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Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
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An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
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Consumer behavior can be understood by examining why people buy goods and services and what factors influence their purchasing decisions. The consumer decision process involves need recognition, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. People search for information both internally from past experiences and externally from others to evaluate alternatives and make purchase decisions based on perceived benefits, costs, risks, and other factors. After purchasing, consumers can experience satisfaction, cognitive dissonance, or develop loyalty or disloyalty based on their overall experience.
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Efficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.PickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
How to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameBoost Your Instagram Views Instantly Proven Free Strategies.
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationGet admission in various courses and boost your employment opportunities.
Learn various courses and get employment opportunities.
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandMarketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Recently uploaded (20)
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Consumer behavior
- 1. C O N S U M E R B E H AV I O R M A D I S O N H E F F E L F I N G E R
- 3. T H E C O N S U M E R D E C I S I O N P R O C E S S
- 4. N E E D R E C O G N I T I O N • Need recognition- when consumers recognize they have an unsatisfied need and would like to go from their actual, needy state to a different desired state • Functional needs- pertains to the performance of a product or service • Psychological needs- pertains to the personal gratification consumers associate with a product or service
- 5. I N F O R M AT I O N S E A R C H • Information search– after the consumer recognizes a need, the next step is to search for information about the various options that exist to satisfy that need • Internal search for information- the buyer examines his or her own memory and knowledge about the product or service gathered through past experiences • External search for information- the buyer seeks information outside his or her personal knowledge base to help make the buying decision • Factors affecting consumers’ search processes: • The perceived benefits versus perceived costs of search • The locus of control • Actual or perceived risk
- 6. A LT E R N AT I V E E VA L U AT I O N • Sifting through the choices available and evaluate the alternatives • Attribute sets- a consumer’s mind organizes and categorizes alternatives to aid his or her decision process • Sets include retrieval, universal, and evoked • Consumer Decision rules: • Compensatory- assumes that the consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics • Noncompensatory- consumers choose a product or service based on one characteristic or one subset of a characteristic, regardless of the values of its other attributes • Choice Architecture- an effort to influence consumers through the design of the environments in which they make their choices
- 7. P U R C H A S E A N D C O N S U M P T I O N • After evaluating the alternatives, customers are ready to buy • Conversion rate- measures how well retailers have converted purchase intentions into purchases
- 8. P O S T- P U R C H A S E The final step of the decision-making process. There are three possible post-purchases outcomes. • Customer satisfaction • Post-purchase cognitive dissonance • Customer loyalty Negative word of mouth can also potentially occur post-purchase
- 9. FA C T O R S I N F L U E N C I N G T H E C O N S U M E R D E C I S I O N P R O C E S S
- 10. P S Y C H O L O G I C A L F A C T O R S • Factors that affect the way people receive marketers’ messages • Motives- need or want that is strong enough to cause the person to seek satisfaction • Maslow’s Hierarchy of Needs • Attitude- a person’s enduring evaluation of his or her feelings about and behavioral tendencies toward an object or idea • Perceptions- the process by which we select, organize, and interpret information to form a meaningful picture of the world • Learning and Memory- • Learning- change in a person’s thought process or behavior that arises from experience and takes place throughout the consumer decision process • Memory- information that has been acquired and stored in the brain, to be available and utilized when needed • Lifestyle- the way consumers spend their time and money to live
- 11. S O C I A L FA C T O R S • The external social environment that influences purchase decisions • Family- many purchase decisions are made about products and services that the entire family will consume or use • Reference Groups- one or more persons whom an individual uses as a basis for comparison regarding beliefs, feelings, and behaviors • Culture- shared meanings, beliefs, morals, values, and customs of a group of people
- 12. S I T U AT I O N A L FA C T O R S • Factors specific to a situation that override or at least influence psychological and social issues • Purchase situation- customers may be predisposed to purchase certain products or services because of some underlying psychological trait or social factor • Sensory situation- when a customer enters a store, various sensory aspects influence his or her decisions • Temporal state- our state of mind at any time can alter our preconceived notions of what we are going to purchase
- 13. T H E E N D