ADM 3321 Chapter Notes - Chapter 1: Junk Food, Customer Relationship Management, Toothpaste
8 Dec 2016
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Document Summary
Describes important aspects of the field of consumer behaviour and some of the essential explanations for how people interact with the marketing system. As a consumer you can be described and compared with other individuals in a number of ways: Psychographics interests in clothing, music, how you spend leisure time, lifestyle, interests, attitudes, values, personality. This helps define market for a product or decide upon appropriate techniques to employ when targeting a certain group of consumers. Purchase decisions heavily influenced by opinions and behaviours of your friends. A lot of info (and recommendations to buy or avoid) come from conversations not just from ads or tv. The web has created thousands of online consumption communities where members share views and product recommendations. Bonds of peer groups are cemented by products they use in common. Pressure to buy things that will be met with the group"s approval rejection if you don"t conform to what is.
