Definition
Traditionally, a consumer is the ultimate user or consumer of goods, ideas, and services. However, the term also is used to imply the buyer or decision maker as well as the ultimate consumer. A mother buying cereal for consumption by a small child is often called the consumer although she may not be the ultimate user. [1]
In consumer behavior, a belief is a cognition or cognitive organization about some aspect of the individual’s world. Unlike an attitude, a belief is always emotionally or motivationally neutral. [1]
Consumer decision making is the process by which consumers collect information about choice alternatives (e.g., products, brands, or ideas) and evaluate those alternatives in order to make choices among them. The decision process may involve complex cognitive or mental activity, a simple learned response, or an uninvolved and uninformed choice that may even appear to be stochastic or probabilistic, i.e., occurring by chance. [1]
Consumer pull is demand exhibited by consumers, often measured as awareness, preference and loyalty for specific brands and products. [2]
See also
Buying roles
Consumer knowledge
Consumer off-take
Consumer packaged goods
Consumer protection legislation
Consumer sentiment index
Consumer stockpiling
Customer
References
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project, 2019.