Consumer Behaviour

Consumer Behaviour - Chapter One: An Introduction to...

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Chapter One: An Introduction to Consumer Behaviour Factors in Consumer Behaviour The story of Gail in the marketplace… o Demographics o Psychographics o Opinions and behaviours of others Market segmentation o Targeting a brand only to specific groups of consumers rather than to everybody What is Consumer Behaviour? 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” CONSUMER’S PERSPECTIVE MARKETER’S PERSPECTIVE PREPURCHASE ISSUES How does a consumer decide about needing a product? How are consumer attitudes formed/changed? PURCHASE ISSUES Is product acquisition a stressful or pleasant experience? How do situational factors affect purchase decision? POSTPURCHASE ISSUES Does product provide pleasure or perform function? How is product disposed of? What determines customer satisfaction and repurchase? Actors in Consumer Behaviour Consumer: A person who identifies a need or desire, makes a purchase, and then disposes of the product o Purchaser vs. user vs. influencer o Organization/group as consumer Consumers’ Impact 1
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Understanding consumer behaviour is good business o Understanding people/organizations to satisfy consumers’ needs o Knowledge and data about customers… o …help to define the market o …identify threats/opportunities to a brand Segmenting Consumers Market Segmentation o Similar consumers Example: “Heavy Users” of fast-food industry or similar ethnic backgrounds Segmenting Consumers: Demographics Age Gender Family Structure and Marital Status Social Class and Income Ethnicity Geography Segmenting Consumers: Lifestyles Psychographics o The way we feel about ourselves o The things we value o The things we do in our spare time Relationship Marketing Success = building lifetime relationships between brands and customers o Regular interaction with customers o Database Marketing Marketing’s Impact on Consumers Marketers significantly influence the world and the information we learn! o
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This note was uploaded on 11/16/2009 for the course BBA ADMN3116 taught by Professor G.jensen during the Fall '09 term at Laurentian.

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Consumer Behaviour - Chapter One: An Introduction to...

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