Beyond the Purchase: Inside the Mind of the Consumer

This week, as we began our journey into the depths of Consumer Behavior, we studied how the marketing mix from a firm influences the consumer decision making process to influence consumers to buy their product over the  competition. This marketing mix of product features, price, communications, distribution, and service by the firm is more simply called the total product. The total product is what consumers purchase to enhance their lifestyle. It encompasses the entire physical purchasing process, and can make or break a company's success. An Experience: Field & Stream Before taking this course, I never really thought about total product when making my purchasing decisions. I always just thought, "I'm going to Starbucks to get my morning coffee," or "I need a new pair of workout shoes so I'll go to a training/running store." I only thought about the product itself, never the intangibles such as service, or marketing communications that the compa...

Hello! My name is Adam Brubacher and I am a third year Business Marketing Major at the Rochester Institute of Technology. For my Consumer Behavior Class I was tasked with the assignment of creating a weekly blog about what we are learning in class at that specific time, as it pertains to consumer behavior. I wanted to create an interesting blog, one that intertwines consumer behavior topics along with my insight as a conscious consumer. So enjoy and follow along! This is Beyond the Purchase: Inside the Mind of the Consumer.