Textbook Notes (362,776)
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Chapter 1

Chapter 1 Notes

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Ryerson University
MKT 400
Ida Berger

Chapter 1 Notes Introduction to Consumer Behaviour Consumer Behaviourstudy of the process involved when individuals or groups select purchase use or dispose of products services ideas or experiences to satisfy needs and desires consumers take many forms such as an 8year old begging her mom for a Barbie doll to a large corporation choosing a multimillion dollar computer system items consumed can include anything from canned peas to a massage democracy to a hip hop needs and desires to be satisfied range from hunger to thirst to love status etc consumer behaviour is an ongoing process not what happens the moment when a consumer hands over moneycredit card and in turn receives a good or service exchange is when 2 or more organizations or people give and receive something of value consumer is generally thought of a person who identifies a need or desire makes a purchase and then disposes the product during the 3 stages in the consumption process prepurchase issue purchase issue postpurchase issues consumers may also be organizationsgroups in which one person may make the decision involved in purchasing products that will be used by many EX when a purchasing agent orders a companys office supplies which will be used by many purchase decisions may also be made by large groups of people EX company accountants designers engineers sales personnelsvery simple and good understanding of consumer behaviour equals good businessBasis marketing concept states that firms exist to satisfy consumer needs these needs can be satisfied only to the extent that marketers understand
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