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Lesson Summary

Consumer Behaviour
The science of consumer behaviour describes and defines how you shop and, more importantly, why you buy.



There is a significant difference in what motivates you to buy products and services you need, compared to those you want.



When you understand the difference between needs and wants and between utility needs and hedonic needs, you are better able to tailor your selling communications.



B2B buying decisions usually include multiple decision makers, an extensive evaluation process, extended analysis, and they represent a high risk.

B2C consumers purchase for their own consumption, whereas B2B customers purchase to produce or resell

The Buying Process


Business-to-business means person-to-person, a B2B buyer is making a decision on behalf of her company, she still behaves like a consumer and is subject to emotions and feelings.



The buying process changes literally every day and has dramatic impact on the selling process.

So how do you create emotional appeal with your customers? The answer is simple: FAB.



Feature: what the product has

Advantage: what the features do

Benefit: what the features mean



Deliver value in the form of benefits, as they speak emotionally to customers in a way that rational facts can’t.

Your Personal FAB


Your FAB message helps tell the details about your brand and will help you tell your stories about your experience and accomplishments during your interviews.



Create a portfolio of samples of your work from class projects, internships, volunteer projects, and any other work that demonstrates your skills. Bring your portfolio to every interview.



Ask your former boss and other people with whom you worked to write a letter of recommendation.



If you don’t have work samples for your portfolio, consider starting a blog.

Keep copies of your résumé and letters of recommendation in your portfolio.