MKT 230 Chapter Notes - Chapter 1: Consumer Behaviour, Customer Relationship Management, Psychographic

• School: Humber College
• Department: MKT
• Course: MKT 230
• Professor: N O R Ma Oulette

Document Summary

Consumer behaviour is more than just a purchase of an item. It is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or expressions to satisfy needs and desires. In its early stages, the field of consumer behaviour was often referred to as buyers behaviour, reflecting an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that consumer behaviour is an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives goods or services. The exchange in which two or more organization or people give and receive something of value, is an integral part of marketing. It involves the issues that influence the consume before, during, and after the purchase. A (cid:271)asi(cid:272) (cid:373)arketi(cid:374)g (cid:272)o(cid:374)(cid:272)ept states that fir(cid:373)s e(cid:454)ist to satisf(cid:455) (cid:272)o(cid:374)su(cid:373)ers" (cid:374)eeds.