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Related Flashcards
Related Topics
Cards In This Set
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Consumer Behavior
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The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
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Aspects of Consumer Behavior
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- Psychological
- Social - Technological - Situational |
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Consumer
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A person who identifies a need or desire, makes a purchase, and then disposes of the product
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Market Segmentation
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Separating the market into various groups based on different determining factors
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Demographics
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Statistics that measure observable aspects of a population
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Psychographics
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Study of personality, values, attitudes, interest, and lifestyles
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Wheel of Consumer Behavior
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1. Consumers in the marketplace
2. Consumers as individuals 3. Consumers as decision makers 4. Consumers and subcultures 5. Consumers and culture |
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Sensation
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The immediate response of our sensory receptors to basic stimuli
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Perception
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The process by which sensory information is organized and understood
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Process of Perception
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Sensory stimuli
sensory receptors exposure attention interpretation |
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Trade Dress
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Colors associated with specific companies/brands
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Color
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Provokes emotion
reactions are biological and cultural |
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Smell
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Creates mood and promotes memories
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Hearing
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Affects people's feelings and behaviors
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Phonemes
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Individual sounds that might be more or less preferred by consumers
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