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Consumer behaviour (Consumer decision making process (Evaluation of…
Consumer behaviour
Consumer decision making process
Evaluation of alternatives (compare universities, reputation, price) (USP unique selling position/differentiation)
Purchase decision (guarantees, refunds, discounts, financing)
Information search (look for universities)
Post-purchase decision (evaluate purchase, satisfaction, dissatisfaction, delight) Firm (review or provide feedback)
Need recognition (choose a university)
Factors influencing CB
Cultural factors
Religion
Values/beliefs
Lifestyles
Social factors
Status/position in society
Family
Friends/peers
Personal factors
Gender
Disability
Income
Age
Psychological
Motivation
Experiences
Perception of the brand
To satisfy the costumer you must know them
CB refers to the decision-making processes that consumers go through in their buying decision.
CB is important because it helps marketers to better understand the following:
Why people buy
When do people buy
What people buy
How important is the product purchase to consumers