MGMC02H3 Chapter 1: Chapter 1 .docx
Document Summary
Chapter 1: intro to consumer behaviour: consumer behaviour reflects the totality of a consumer"s decisions with respect to the acquisition, consumption, and disposition of goods, services, time and ideas by human decision makers over time. It is very important how consumers buy, but it is also very important to know how consumers use and dispose an offering as well: acquiring buying represents one type of acquisition. Involves decisions about time as well as money: using - at the very core of consumer behaviour. It can symbolize who we are, what we value and what we believe: disposing how consumers get rid of an offering. Forming and changing attitudes: attitudes do not always predict behavior. Forming and retrieving memories: the process of making decisions, occurs in 4 stages: Post-purchase evaluation: problem recognition and the search for information. Have a need that isn"t being satisfied. High-effort decisions investing a lot of time and mental/emotional energy on making the decision.
