MKTG203 Lecture Notes.docx - MKTG203 – Consumer Behaviour Week 1 What is consumer behaviour Consumer behaviour is the behaviour that consumers display

MKTG203 Lecture Notes.docx - MKTG203 – Consumer Behaviour...

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MKTG203 – Consumer Behaviour Week 1 What is consumer behaviour? Consumer behaviour is the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of the products and services that they expect will satisfy their needs. The study of consumer behaviour includes: how consumers think what they buy why they buy it how often they buy it how often they use it how they dispose of it. When acting as consumers, individuals have one goal in mind: To obtain goods and services that meet their needs and wants. This requires solutions to problems, and the process is often complex. Personal Consumers and Organisational Consumers The personal consumer buys goods and services for: his or her own use use by the whole household, or a household member a gift for someone else. In all contexts, the products are bought for final use by individuals (end-users). The organisational consumer includes: commercial for-profit businesses non-profit businesses public sector agencies (government departments) institutions (e.g. schools, churches, sports clubs) Organisational consumers buy products to help run their organisations. Buyers, Payers and users
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The marketplace activities of individuals entail three functions: 1. the consumer (user) - who consumes or uses the product 2. the buyer - who undertakes activities to procure or obtain the product 3. the payer - who provides the money (or other value) to obtain the product.
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