BU432 Chapter Notes - Chapter 1: Database Marketing, Projective Test, Corporate Social Responsibility
Document Summary
Chapter 1 buying, having being: an introduction to consumer behaviour. What is consumer behaviour the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumers impact on marketing strategy: data about consumers help marketers define the market and identify threats to a brand and opportunities for it, this knowledge helps ensure the product continues to appeal to its core market. Age: different age groups have different needs, tend to have the same set of values and common cultural experiences that carry throughout life, marketers might initially develop a product for one age group then broaden appeal later. Gender: products are targeted towards men or women, many brands initially appeal to only one gender to expand their market share eventually. Family structure and life stage: big impact on consumers spending priorities.
