Ch 6- Marketing Starts with Customers
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| buying behavior | the decision processes and actions of consumers as they buy services and products |
| buying motives | the reasons that people buy |
| consumer behavior | the study of consumers and how they make decisions |
| consumer decision making process - | the process by which consumers collect information and choose among alternatives |
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| emotional motives | the forces of love, affection, guilt, fear, or passion that compel consumers to buy |
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| motivation feelings | the set of positive or negative factors that direct individual behavior |
| need | anything you require to live |
| patronage motives behavior | the reason to buy based on loyalty |
| personal identity | the characteristics and character that make a person unique capabilities |
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| self-concept | an individual's belief about his or her identity, image, and capabilities |
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