Professional Documents
Culture Documents
Chapter 1
Introduction: The Impact of the Digital Revolution on Consumer Behavior
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Opening Vignette
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Consumer Behavior
The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
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Personal Consumer
The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend.
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Organizational Consumer
A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.
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Consumer Research
The process and tools used to study consumer behavior. Two perspectives:
Positivist approach Interpretivist approach
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Successful Positioning
Communicating the benefits of the product, rather than its features Communicating a Unique Selling Proposition for the product
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Successful Relationships
Customer Retention
Types of Customers
Loyalists Apostles Defectors Terrorists Hostages Mercenaries
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External Influence
Input
Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture
Output
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