消费者知识概述:类型、来源及理解益处.pptx

消费者知识概述:类型、来源及理解益处.pptx

ConsumerKnowledge

04/102OutlineTypesofConsumerKnowledgeSourcesofConsumerKnowledgeTheBenefitsofUnderstandingConsumerKnowledge

04/103TypesofConsumerKnowledgeKnowledgeoftheproduct’sexistenceKnowledgeoftheproduct’sattributesandassociationsPurchaseknowledgeConsumptionandusageknowledgePersuasionknowledge

04/104KnowledgeoftheProduct’sExistenceGainingawarenessamongconsumersAssessingawareness:Top-of-the-mindawareness(TOMA):howmanybrandscanberecalledfrommemoryRecognition:id

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