MKTG2501 Lecture Notes - Lecture 3: Ethical Consumerism, Customer Satisfaction, Green Marketing

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Time is one of the consumer"s most precious resources. Psychological time: social, temporal orientation, nostalgia - good times in the past that bring us to now, planning orientation, polychromic - notion of multitasking. A consumer"s experience of waiting can radically influence their perception of service quality: procedural time: When people ignore the clock and do things (cid:1688)when the time is right(cid:1689: circular time: Determines if a customer will react positively or negatively to a consumption environment: mood. A specific mood is some combination of pleasure and arousal. Mood can be affected by store design, weather, music or other factors specific to the customer. Shopping can be performed for 2 reasons: utilitarian reasons: functional or tangible reasons, hedonic reasons: pleasurable or intangible reasons (more affectively, apple) Consumers can be categorised in terms of how much planning they do: planners tend to know what products and specific brands they will buy beforehand.

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