Management and Organizational Studies 1021A/B Chapter Notes - Chapter 1: Social Class, Psychographic, Secular Humanism

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Vicki Olds

Document Summary

Chapter 1 an introduction to consumer behaviour. Consumer behaviour: people in the marketplace: consumers can be described and compared in numerous ways, demographics objectively measurable descriptive characteristics/stats of a population. Easy to observable measure similarities/differences in consumers: psychographics use of psychological, sociological, anthropological factors to construct market segments (psych info/lifestyle/interests/attiudes/values/personality/likes) What is consumer behaviour: consumer behaviour study of processes involved when individuals/groups select, purchase, use, dispose products/services/ideas/experiences to satisfy needs and desires. Gender: differentiating by gender starts at very early age. Geography: climate changes from regions can make segmenting products necessary, different cultural pockets within regions leads to differences in food tastes. Lifestyles: beyond demographics: even if share age/gender have different lifestyles, way people feel about themselves, things people value/like determine p/s that make us feel good. The global consumer: majority of people live in urban centres and megacities projected to grow, product of sophisticated marketing strategies movement towards global consumer culture.