### 날짜 : 2023-11-10 09:50 ### 주제 : 2.4 Consumer Behavior #마케팅 #공부 ---- ### **2.4 Consumer Behavior** Consumer behavior refers to the study of how individuals and groups make decisions and choices related to the selection, purchase, use, and disposal of products and services. It involves understanding the motivations, preferences, and psychological processes that influence consumer actions. Here are key aspects to consider: 1. **The Consumer Decision-Making Process:** - The consumer decision-making process typically consists of several stages: - **Problem Recognition:** The consumer identifies a need or problem that can be solved through a purchase. - **Information Search:** The consumer seeks information about available options. - **Evaluation of Alternatives:** The consumer compares different products or services to make a choice. - **Purchase Decision:** The consumer decides which product or service to buy. - **Post-Purchase Evaluation:** After purchase, the consumer assesses their satisfaction with the decision. 2. **Factors Influencing Consumer Behavior:** - Several factors impact consumer behavior, including: - **Psychological Factors:** Such as perception, motivation, learning, memory, attitudes, and beliefs. - **Social and Cultural Influences:** Including culture, subculture, social class, reference groups, and family. - **Personal and Situational Factors:** Such as lifestyle, personality, self-concept, and situational factors like time and place. 3. **Perception:** - Perception involves how consumers select, organize, and interpret information from the external world. It influences how consumers perceive products, brands, and marketing messages. 4. **Motivation:** - Motivation is the internal state that drives individuals to take action. Marketers seek to understand what motivates consumers to make specific purchasing decisions. 5. **Learning and Memory:** - Consumers learn about products, brands, and services through exposure to marketing messages and personal experiences. Memory plays a role in recalling these learned associations during the decision-making process. 6. **Attitudes and Beliefs:** - Consumer attitudes are favorable or unfavorable evaluations of a product or service. Beliefs are what consumers perceive to be true about a product. Both attitudes and beliefs shape consumer preferences. 7. **Social and Cultural Influences:** - Culture and subculture influence consumers' values, norms, and behaviors. Social class and reference groups (influential individuals or groups) play a role in consumer decision-making. Family dynamics also affect purchasing choices. 8. **Personal and Situational Factors:** - A consumer's lifestyle, personality traits, self-concept, and self-image influence product choices. Situational factors, such as the context of the purchase, can impact decisions. 9. **Consumer Decision-Making Models:** - Various models explain how consumers make decisions, including: - **The Black Box Model:** Simplifies the process as input (stimulus), the black box (internal processing), and output (response). - **The Engel-Kollat-Blackwell (EKB) Model:** Describes decision-making as a multi-stage process with external influences, decision processes, and post-purchase evaluation. - **The Consumer Decision Journey (CDJ) Model:** Highlights the importance of ongoing customer engagement and loyalty beyond the purchase.    10. **Market Research and Consumer Behavior:** - Businesses conduct market research to gain insights into consumer behavior. Research methods like surveys, interviews, and focus groups help gather data to inform marketing strategies. 11. **Application in Marketing:** - Understanding consumer behavior is essential for marketers to create effective advertising campaigns, product design, pricing strategies, and distribution channels that resonate with their target audience. 12. **Consumer Behavior Analysis:** - Continuous analysis of consumer behavior helps businesses adapt to changing consumer preferences and market dynamics, enabling them to stay competitive and relevant. By delving into the intricacies of consumer behavior, businesses can develop marketing strategies that connect with consumers on a deeper level, ultimately leading to more successful products and services and stronger customer relationships. ### 출처(참고문헌) - ### 연결문서 -