Chapter_1-Consumer_Behavior_1_

Chapter_1-Consumer_Behavior_1_ - CONSUMER BEHAVIOR...

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CONSUMER BEHAVIOR DIMENSIONS OF CONSUMER BEHAVIOR
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The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR Consumer behavior attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants.
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BEHAVIOR (I) The most obvious is for marketing strategy —e.g., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. A second application is public policy . In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers’ attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers. Source:
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This note was uploaded on 06/22/2011 for the course ALL 105 taught by Professor Laus during the Spring '11 term at FIU.

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Chapter_1-Consumer_Behavior_1_ - CONSUMER BEHAVIOR...

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