Jessica Gahtan Textbook Notes MKTG 4150 Page 1 of 9CHAPTER 1: AN INTRODUCTION TO CONSUMER BEHAVIOUR CONSUMER BEHAVIOUR: PEOPLE IN THE MARKETPLACE -‐Demographics: Descriptive characteristics of a population -‐Psychographics: Includes aspects of a person’s lifestyle, interests, attitudes, values, and personality -‐Both are important in many marketing applications – e.g. defining the market for a product, deciding the appropriate techniques to employ when targeting a certain group of people -‐Purchase decisions influenced by friends – product info gets transmitted through convos among real people rather than through commercials and other advertising methods. -‐The web has facilitated consumption communitieswhere members share views and product recommendations -‐Bonds among peer groups are cemented by the products they use in common – pressure to buy things that the group will approve of to avoid group rejection or embarrassment because of not conforming to others’ conceptions of what is good/bad -‐People in society share certain cultural values or strongly held beliefs about the way the world should be structured; values are also shared by members of subcultures (smaller groups within the culture) -‐Marketing segmentation strategies means targeting a brand only to a specific group of consumers rather than to everybody – even if it means alienating other groups (E.g. Abercrombie) -‐Brands usually have a defined image or ‘personality’ that was created through positioning -‐A person’s website is a lifestyle statement: says a lot about what a person is interested in as well as type of person they would like to be -‐Brand loyalty – consumer + brand bond – a change in a person’s life situation/self-concept can weaken the bond -‐Consumer’ evaluations of products are affected by appearance, taste, texture, smell, and also subtle factors like symbolism. -‐Consumers’ evaluations of products are affected by – and often reflect - how a society feels that people should define themselves at that point in time -‐Many product meanings are hidden below the surface of the packaging and advertising -‐Opinions and desires are shaped by the world around us – which is becoming a smaller place because of rapid advancements in communications technology WHAT IS CONSUMER BEHAVIOUR? Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer Behaviour Is A Process-‐Field of consumer behaviour used to be referred to as buyer behaviour– reflecting an emphasis on the interaction b/w consumers and producers at the time of purchase
Jessica Gahtan Textbook Notes MKTG 4150 Page 2 of 9-‐Now, we recognize that it’s an ongoing process- not just something that happens at the point of purchase -‐The exchange,in which 2 or more organizations or people give and receive
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- Winter '12
- Marketing, Jessica Gahtan