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Chapter 4: The consumer - Coggle Diagram
Chapter 4: The consumer
the individual who buys goods & services for his/her own use like household (use of a family member or for a friend
Definition
all such activities done by a consumer, while obtaining, consuming & disposing of products & services. this includes the decision making processes that precede & follow such actions.
Purpose
consumers 'evolve' with time, learning, exposure & experience. For example: now they prefer online purchase thru website rather than physical outlet
Influences
external
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personal characteristics (gender, age, personality)
internal
psychological factors (motivation, perception, learning, beliefs, attitudes)
- Analysis of consumers' trend
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- Consumer decision-making process
need recognition
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in this stage, the marketer should study & study understand the consumers to find out what kinds of needs arise , what & how they led consumer to particular product
information search
in this stage, the consumer seeks more information
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external
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gather information from external sources like ads, media, friends, stores
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purchase
in this stage, the consumer actually buys the product. generally, a consumer will buy the most favorite brand
factors
purchase intention
based on usual income, usual price & usual product benefits
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