소개글
[소비자행동론] Consumer Knowledge(영문)에 대한 자료입니다.
목차
The Importance of Consumer Knowledge
Types of Consumer Knowledge
Sources of Consumer Knowledge
The Benefits of Understanding Consumer Knowledge
본문내용
Sources of consumer knowledge can 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 not the knowledge source
originates from the business community
Consumers have more faith in knowledge sources that are not attempting to make a profit from business.
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