MARK217 Lecture Notes - Lecture 1: Consumer Protection, Customer Relationship Management, Telstra
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.
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).
Examples of websites targeted at personal users: Chanel, Smiggle, Apple.
The organisational consumer includes:
Commercial for-profit businesses
Non-profit businesses
Public sector agencies (government departments)
Institutions (e.g. schools, churchers, sports clubs)
Organisational consumers buy products to help run their organisations.
Websites targeting organisational consumers: Ford Fleet, Telstra Business.
What is consumer behaviour:
When acting as consumers, individuals have one goal in mind:
oTo obtain goods and services that meet their needs and wants.
oThis requires solutions to problems, and the process is often complex.
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Document Summary
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 personal consumer buys goods and services for: Use by the whole household, or a household member. In all contexts, the products are bought for final use by individuals (end-users). Examples of websites targeted at personal users: chanel, smiggle, apple. Organisational consumers buy products to help run their organisations. Websites targeting organisational consumers: ford fleet, telstra business. When acting as consumers, individuals have one goal in mind: o o. To obtain goods and services that meet their needs and wants. This requires solutions to problems, and the process is often complex. Problems with taking the perspective of the marketer (e. g. brand manager) versus perspective of customer. Emphasis on a customer research approach to understanding consumer behaviour. The marketplace activities of individuals entail three functions:
