소비자행동론 Consumer Knowledge(영문)

소비자행동론 Consumer Knowledge(영문) [소비자행동론] Consumer Knowledge(영문).pptx 목차 The Importance of Consumer Knowledge Types of Consumer Knowledge Sources of Consumer Knowledge The Benefits of Understanding Consumer Knowledge 본문 Sources of consumer knowledgecan be classified along two major dimensions Personal versus Impersonal : Whether or not the knowledge source is another human being (2) Business-controlled versus Non-business-controlled : Whether or notthe knowledge source originates from the business community Consumers have more faith in knowledge sources that are not attempting to make a profit frombusiness. This holds especially true for personal sources of knowledge that are not controlled by business. Implications for Business Gauging the product’s positioning success Identifying purchase barriers Discovering new uses Gauging the severity of competitive threats Enhancing the effectiveness of customer recruitment activities -Implications for Public Policy 본문내용 n search. Knowledgeable consumers have a greater chance of making better choices than their less knowledgeable counterparts. The Importance of Consumer Knowledge The Importance of Consumer Knowledge Brand association the linkages in memory between the brand and other concepts. The study for sports shoes recommend the brand to others purchase brand extensions pay a higher price for the brand Perc