Consumer Knowledge(ppt 19頁)

Consumer Knowledge contentts：
1、Types of Consumer Knowledge
2、Sources of Consumer Knowledge
3、The Benefits of Understanding Consumer Knowledge

Consumer Knowledge Intorduction：
Knowledge of the product’s attributes and associations
Products within awareness set are likely to have associations between them and information from memory。
Knowledge about typical range of prices for a product helps consumer evaluate fairness of the price of a particular brand。
The less consumers know about price, the less concerned are companies about price differences from competitors。

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