MCS 2600 Chapter 1: Chapter 1 Notes Consumer Behaviour.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

What is consumer behavior: to understand what consumer behavior is and the different types of consumers. Young generations are getting their news and information from online sources, messages to cell phones and through several technological devices. President obamas campaign tactics are likely to become a guidebox for how to run a political marketing campaign in the future. We define consumer behavior as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. It focuses on how individual consumers and families or households make decisions to spend their available resources (time,money,effort) on items. Includes the 5 w of buying a product. As consumers we play a vital role in the health of the economy from a local to an international level. Consumer behavior describes two different kinds of consuming entities: personal consumer.