Professional Documents
Culture Documents
Consumer Behavior
Consumer Behavior
Consumer behavior
Principles of Marketing
Gloria QUERALT - mariagloria.queralt@salle.url.edu
Course – 22/23
Content
Consumer influences
① Culture
② Social Groups
③ Individual – Personal
Buyers roles :
Initiators – Influencers – Deciders – Buyers – Users
Initiators The person who first suggests or thinks of the idea
of buying
①Problem Recognition
②Information Search
③Evaluation of alternatives
④Purchase Decision
• Well informed
• Want relevant and quick information:
For example, if your website is not responsive or
slow, the visitors are likely to move on to the next
option.
• They share a lot: talk about their experiences, share
valuable information, ask for recommendations,
provide reviews, and leave comments.
Class exercise – In groups (be ready to present)