Class Notes (838,076)
Canada (510,662)
RMG 302 (15)
Lecture

Consumer Behaviour

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Department
Retail Management
Course
RMG 302
Professor
Donna Smith
Semester
Winter

Description
Consumer Behaviour The study of the processes when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumers A person who identifies a need or desire, makes a purchase, and ultimately disposes of the product (Product VS User VS Influencer) Consumers Impact on Marketing Decisions are influenced by people around you Consumption communities via the internet allow idea sharing and recommendations for consumption Various subcultures share certain values Brands have defined images that resonate with consumers and result in brand loyalty Various groups influence consumer choices by individuals and organizational buyers Impact of Marketing Strategy Understanding consumer behaviour is good business Understanding peopleorganizations to satisfy
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