Chapter 7:- Understanding Customer

1) Factors affect Consumer Behavior&Consumer Market

  • The size of the consumer market
  • Changes in consumer shopping habits
  • Emphasis on consumer-oriented marketing
  • The design of effective marketing strategy

2) Types of Consumer Choices

  • Product
  • Brand
  • Shopping area
  • Store type
  • Store
  • Non store source

3) Definition of Consumer Atitudes

  • Respond favorably or unfavorably to a product or brand
  • Attitudes are based on beliefs consumer hold about the attributes or features(price, level of service, quality) of the products they are evaluating.
  • Attitude are primary causes of behavior causing consumers to buy or not to buy.

4) Influences of Social Enviroment

A) Culture

  • Subculture
  • Social class

B) Demographic characteristics

  • Nationlity
  • Age
  • Race

C) Organisation, family, media, and references groups

  • 3 types of interpersonal process:-
  • Informational influence

D) Individual Consumer

  • Utilitarian influence
  • Value-expressive

5) Source of Individual Differences

  • Word-of-mouth communications
  • Personality
  • Lifestyles and psychographics
  • Motivation