Week 7: Consumer Behaviour and Market Research

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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing: activities, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Consumption: activities, institutions, and processes for searching, acquiring, consuming and disposing of marketing offerings that have value for marketers, consumers and society at large. 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. Consumers enter the marketplace in order to satisfy needs, acquire meanings and produce themselves. Their behavior represents a process of problem solving in stages from need recognition to feelings of (dis)satisfaction. Their needs and process are under the influence of cultural, social, personal, psychological and economic factors.

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