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Management and Organizational Studies
Management and Organizational Studies 1021A/B
Mark Cleveland

Chapter 1 Consumers in the MarketplaceWhat is Consumer BehaviorConsumer Behavior stude of the processes involved when individuals or groups select purchase use or dispose of products services ideas or experiences to satisfy needs and desiresConsumer Behavior is a Process use to be referred to as buyer behavior emphasis on the interaction between consumers and producers at the time of the purchase now is recognized as an ongoing process not just what happens at the moment exchange in made Exchange2 or more organizations or people give and receive something of value Expanded view focuses on entire consumption process issues that influence the consumer before during and after a purchase Consumer is generally thought of as a person who identifies a need or desire makes a purchase and then disposes of the product during the 3 stages in the consumption process purchaser and user may not be the same person Consumers may be organizations or groups family play big role in decision making purpose of understanding behavioris to predict the futureSegmenting Consumers Marketing Segmentation identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups Demographics statistics that measure observable aspects of a population such as birth rate age distribution and income Ex Stats Canada Psychographics differences in consumers personalities and tastes that cant be objectively measuredAge Consumers of diff ages have diff needs and wants tend to share a set of values and common cultural experiences Gender Targeted at either men or women Family Structure young singles o
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