Consumer Behavior and Marketing Strategies

The buying behavior of individuals and households who purchase goods and services for personal use.

The market that encompasses all personal consumption of goods and services by individuals and households.

Marketing strategies specifically designed for businesses that acquire goods and services for use in their own operations or for resale.

The process of getting users to your online store through search engines without paying for advertising.

The process of getting users to your online store through paid advertisements on search engines.

The way consumers make purchasing decisions, influenced by various factors like personal needs, social influences, and marketing efforts.

Metrics used to track how users find your online store, including organic search, paid search, and the time of day they visit.

A model that explains the complexities of consumer behavior, outlining the factors influencing purchase decisions.

Beliefs about a product, brand, or person that influence how you feel about it. These beliefs can be positive, negative, or neutral.

The process by which consumers move from recognizing a need to making a purchase and beyond.

The first step in the buyer decision process, where the consumer recognizes a gap between their current situation and their desired state.

Internal factors that trigger need recognition, originating within the individual.

External factors that trigger need recognition, coming from outside the individual.

The stage where the consumer actively gathers information about different product options to satisfy their need.

The step where the consumer compares and evaluates different product options based on their desired criteria.

The final decision stage, where the consumer decides whether to purchase the product or not.

When a consumer has a need, they immediately purchase a satisfying product without seeking additional information.

When a consumer has a need but chooses to store it in their memory, becoming aware of and noticing related products or information.

When a consumer actively seeks out information to solve a need.

Sources like family, friends, and neighbors providing opinions and experiences.

Sources like advertisements, salespeople, online platforms, and product packaging.

Sources like news articles, consumer reports, or government agencies.

Information gained through direct interaction with a product, like testing, handling, or using it.

Marketers need to understand how consumers gather and use information from various sources and the level of trust associated with each.

The phenomenon where consumers talk about their purchases, often to reinforce their decision and reduce post-purchase dissonance.

A type of buying behavior characterized by high involvement and significant differences between brands. Consumers spend considerable time researching and comparing options before making a purchase.

A type of buying behavior with low involvement and significant differences between brands. Consumers switch between brands often, simply seeking variety and excitement.

The process of marketing influencing consumer need by highlighting the benefits of a product and addressing customer problems.

The challenge faced by marketers when consumers are aware of a product but have negative attitudes towards the brand. They must either change consumer perceptions or improve the product.

The time after purchasing a product, where consumers compare their expectations with actual performance.

A feeling of discomfort or regret experienced after making a purchase, often due to doubts about making the right choice.

The risk associated with the financial cost of a purchase, including the potential for loss or damage.

The risk associated with how others perceive your purchase, and how it might affect your social standing.

The risk associated with the potential for a product to malfunction or have negative long-term effects.

Positive or negative feedback about a product shared by consumers, often through word-of-mouth or online reviews.

A marketing strategy employed by brands with a significant market share. It aims to encourage consumers to stick with their preferred brand by ensuring consistent availability, strong advertising, and avoiding stock shortages, making it harder for consumers to switch brands.

A marketing strategy used by brands trying to gain market share. It aims to attract variety-seeking consumers by offering discounts, promotions, coupons, free samples, and advertising that emphasizes the excitement of trying new things.

A type of marketing strategy where brands prioritize selling their own products, often offering them at a lower price than competing brands.

The marketing strategy of ensuring consistent product availability, effective advertising, and preventing stock shortages to instill buying habits and reduce switching.