CHAPTER 4
CONSUMER BEHAVIOR
AND
THE COMMUNICATION AGENDA
Lincoln's Gettysburg Address
268 words
196 One Syllable Words
52 Two Syllable Words
20 More Than Two Syllable Words
Small words work! - Buzz Words Don’t work
Consumer Behavior
Consumer
behavior
You, the
seller must
be able to
determine
The set of actions that make up an
individual's consideration,
purchase and use of products and
services.
Includes the purchase as well as
consumption of the products and
services.
What is motivating the customer to
buy. This enables you to convert
features into benefits for that
particular individual
In which step of the purchase
decision process is the buyer.