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Wk. 1 - Ch. 1 notes.docx

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Ryerson University
MKT 400
Marla Spergel

MKT400 – Chapter 1: An introduction to consumer behaviour Introduction Consumer behaviour: people in the marketplace - Consumer behaviour – the 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 can be categorized in terms of demographics and psychographics - The growth of the web has created thousands of online consumption communities where members share views and product recommendations - Using market segmentation strategies means targeting a brand only to a specific group of consumers rather than to everybody - Consumer behaviour is an ongoing process: o Not merely the exchange of money for a good/service o The exchange in an integral part of marketing, but so are the issues that influence the consumer before, during, and after a purchase - The purchaser and user may not be the same person, and there may also be an influencer Consumers’ impact on marketing strategy - The purpose of understanding consumer behaviour is to predict the future Segmenting consumers - Demographics o Age o Gender o Family structure o Social class and income o Ethnicity o Geography o Lifestyles: beyond demographics Relationship marketing: building bonds with consumers - Marketers who believe in relationship marketing are making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time - Relationship building is made easy for us courtesy of database marketing Marketing’s impact on consumers Marketing and culture - Popular culture – music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market - Consumer-generated content – where everyday people voice their opinions – Facebook, MySpace, YouTube o Defines the era of so-called Web 2.0, the rebirth of the Internet as an interactive medium o We not only see ourselves as consumers of culture, but producers of culture The meaning of consumption - People often buy products not for what they do but for what they mean - The sociological perspective of role theory takes the view that much of consumer behaviour resembles actions in a play. P
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