ADM 2337 Chapter 1: Chapter 1.docx

• School: University of Ottawa
• Department: Administration
• Course: ADM 2337
• Professor: All

Document Summary

Consumer behaviour as a process: consumer behaviour is the study of the process of consumers selecting, purchasing, using and disposing of products, services, ideas and experiences to satisfy a need or desires. 3 stages involve consumer or marketer perspectives: pre-purchase. Consumer: how to decide if she needs a product and where to get information about alternatives. Marketer: how consumer attitudes towards product are formed and changed and what cues are used to identify a superior product: during purchase. Marketer: how do situational factors such as displays and time pressure affect the purchase decision: post purchase. Often influencer is other family/planner, consumer is bride, payer is father of bride, buyer is mother of bride (showed clips from film father of the bride) Consumer behaviour focuses not just on present but future. Marketing myopia is having short-sighted view of industry and results in failure to adapt to future.