MKTG2112 : MKTG2112 Consumer Behaviour Midsem Notes
Document Summary
Consumer behaviour a discipline dealing with how and why consumers purchase (or do not purchase) goods and services: recognition of the usefulness of understanding consumer behaviour (i. e. to plan and manage the dynamic marketing environment) means marketing researchers find out things such as, what consumers think of a company"s products and those of competitors, what they think of possible improvements in these products, how they use these products, what attitudes they have about these products and related advertising, what they feel about their roles" in the family and society, what their hopes and dreams are for themselves and their families. Market segmentation the basis of most marketing strategies, it involves identifying consumer groups with unique needs and/or purchasing processes, and developing specific marketing programs targeted at individual groups. Household (cid:215) (cid:215) (cid:215) (cid:215) (cid:215) (cid:215: primary purchasing unit for most consumer goods, household life cycle helps develop ideas of needs and desires at each stage.
