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Primary
Research MethodSecondary
Research Method
research that you design and conduct yourself.
using information that others have already put together.
Consumer Behavior
The study of individuals, groups, or organizations and the processes they use to
select of products, services, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
Consumer buying process
1- problem recognition
2- information search
3- evaluation of alternatives
4- Purchase decision
5- Purchase
6- post-purchase evaluation
Model of consumer behavior
• Initiator : who first suggest buying the product or service
• Influencer : whose comments affects the decision making
• Decider : who makes all or part of the buying decision
• Buyer : who physically make the purchase
• User : who consumes the product or service
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