Consumer Behavior - chapter 1-3 notes

Consumer Behavior - chapter 1-3 notes - Consumer Behavior...

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Consumer Behavior Chapter 1 demographics - Descriptive characteristics of a population psychographics - aspects of a person's lifestyle and personality consumption communities - members share opinions and recommendations about products or services market segmentation strategies - targeting a brand only to specific groups consumer behavior - the study of the process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. 80/20 rule - 20 percent of users account for 80 percent of sales Ways to segment a market: age, gender, family structure, social class and income, race and ethnicity, geography, and etc. pastiche - mixture of images Chapter 2 Hedonic consumption : multisensory, fantasy, and emotional aspects of consumers' interactions with products.
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Kinsei engineering - a philosophy that translates customers' feelings into design elements. absolute threshold - minimum amount of stimulation that can be detected on a given sensory channel.
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This note was uploaded on 02/26/2012 for the course MKTG 633 taught by Professor G during the Spring '12 term at S.F. State.

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Consumer Behavior - chapter 1-3 notes - Consumer Behavior...

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