Summary - B2C Marketing

5. B2C marketing - Consumer behavior
Type Lecture


Completed

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Definitions




💡 Definitions
1. Consumer Markets and buyer behaviour
2. Model of consumer behavior
3. Characteristics affecting Consumer behavior
4. The buyer decision process and types of buying
decision
5. The buying decision process for new products




1. Consumer Markets and buyer behaviour



5. B2C marketing - Consumer behavior 1

, consumer markets are made up of all individuals or households
Consumer markets
which buy or acquire goods and services for personal
consumption



Consumption buyer the buying behavior of final consumers :
behavior
individuals and households that buy goods for personal
consumption




“Consumers always act consciously and rational”




2. Model of consumer behavior
The black box of consumer behavior
How do consumers respond to varioys marketing efforts a company may use?

Stimulus→ Consumer’s black box → response


= The Black Box is the complex and hard to understand internal
processes that occur within a consumers mind when the make
a purchasing decision




3. Characteristics affecting Consumer behavior
Cultural factors


= Culture is the set of basic values/perceptions/wants/behaviors
learned from family and other important institutions




5. B2C marketing - Consumer behavior 2