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Summary Consumer Behaviour - teached by Maja Seric

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Consumer behaviour (35908)

Institución
Universitat De Valencia (UV)

A complete summary of all topics teached by lecturer Maja Serice. Followed this course in 2019/2020 at UV (University of Valencia) This file is a summary of all slides from Topic 1 to 10. I does contain extra information to the slides from notes taken in the lecture.

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Subido en 4 de enero de 2020
Número de páginas 63
Escrito en 2019/2020
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Consumer Behaviour

Lecturer: Maja Seric
Degree in International Business
Year 2019/2020

Summary of all 10 topics

Universitat de Valencia / University of Valencia
Facultat d’Economia / Faculty of Economics

,Inhoudsopgave
TOPIC 1. Studying consumer behaviour: concept, approaches and characteristics 3
TOPIC 2. Consumer Decision Process 8
TOPIC 3: Socials groups and family 15
TOPIC 4. Social strata 22
TOPIC 5. The environment of the demand, culture and subculture 27
TOPIC 6: Personality and lifestyles 31
TOPIC 7. Motivation and perception 40
TOPIC 8. Attitudes and persuasion 46
TOPIC 9. Learning and memory 54
TOPIC 10. Organizational buyer behaviour 60

2

,TOPIC 1. Studying consumer behaviour: concept, approaches and
characteristics
The consumer is in the centre of the marketing activities

What is Consumer Behaviour?

All the activities that individuals or groups develop when they:

To satisfy NEEDS and/or DESIRES.
In these activities are involved:
• Emotional and mental processes - External factors to consumer
• Physical actions (behaviours)

Dimensions that have to be analysed

3

, Characteristics

1) It is a process that consists of several activities:

• It is complex and multi-dimensional.
• It differs depending on time.
• The making decisions process is situational.

2) It is a motivated behaviour.

3) It “switches on” the whole individual's psychological system: cognitive, affective
and behavioral.

4) It involves different roles:

• Initiator
• Informer
• Influencer
• Decider
• Buyer
• Payer
• User

5) It varies depending on the type of product and its lifecycle:

4

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