BUSI 4206 Chapter Notes - Chapter 1: Wedding Crashers, Relationship Marketing, Corporate Social Responsibility
26 May 2015
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Chapter 1 an introduction to consumer behaviour. 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 take on many forms ranging from an 8 yr old who wants a doll, to an executive at a corporation deciding on a multimillion dollar computer system. In early stages of development, the field of consumer behaviour was often referred to as buyer behaviour, reflecting an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that it is an ongoing process. Exchange: in which two or more organizations or people give and receive something of value. Figure 1-1: some issues that arise during stages in the consumption process. Understanding consumer behaviour is good business firms exist to satisfy consumer needs.
