17 May 2011
School
Department
Course
Professor
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 people/organizations to satisfy consumers’ needs
•Knowledge and date about customers: Help define the market & Identify
threats/opportunities in relation to a brand
Segmenting Consumers
Demographics – Statistics that measure observable aspects of a population
Psychographics
Brand Relationships
•Self-concept attachment
•Nostalgic attachment
•Interdependence
•Love
Virtual Customers
•Impact of the web on consumer behavior
•24/7 shopping without leaving home
Marketing Ethics and Public Policy
•Business Ethics – Conducting business honestly & ethically
•Knowing right from wrong
•Various cultures conduct in different ways
Are Advertising and Marketing Necessary?
•Critics suggest we buy things we don’t need, just because we can
•We can click a button instantly ordering any product
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