THE DIFFERENCE OF THE STRUCTURE OF CATEGORY KNOWLEDGE AT EACH STAGE OF THE PURCHASE DECISION MAKING-PROCESS

Naoki Akamatsu

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/271886

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Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.1477-1481

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This study focuses on consumer knowledge which is one of the determinants of consumer behavior, referring to difference in consumer knowledge at each stage of the purchase decision making-process. Thus, for that reason, the consumer behavior specified by consumer knowledge is difference at each stage of purchase decision making-process.

Keyword

Consumer knowledge Purchase decision Consumer behavior Product Decision making-process

Author

Naoki Akamatsu(Keio University)

KOREASCHOLAR

THE DIFFERENCE OF THE STRUCTURE OF CATEGORY KNOWLEDGE AT EACH STAGE OF THE PURCHASE DECISION MAKING-PROCESS