BA 390 Lecture Notes - Lecture 3: Toothpaste, Retail, My5

• School: Oregon State University
• Department: Business Administration
• Course: BA 390
• Professor: Nikki Brown

Document Summary

Consumer behavior: an academic field of study within marketing. Tools and theories of consumer behavior: consumer/buyer decision process, model of consumer/buyer behavior, 4 major characteristics affecting consumer behavior, types of consumer/buying decision behavior, buyer decision process for new products. It attempts to predict buyer behavior but this often proves to be difficult. Need recognition information serach evaluate alternatives purchase decision post-purchase behavior. Because it"s a mystery!: consumer responses = attitudes/preferences, purchase behavior, brand engagements. Types of buying decision behavior or infrequent. (i. e. cars) Complex buying: highly involved purchases that tend to be risky, expensive, self-expressive, Dissonance-reducing buying: similar to complex buying but with few perceived differences. Habitual buying behavior: low consumer involvement, little significant brand difference, Variety-seeking buying: low consumer involvement but significant perceived brand among brands (e. g. carpet) low cost (i. e. bread) differences (i. e. craft beer) Consumer markets (b2c) are smaller than business to business (b2b) markets.