BU432 Chapter Notes - Chapter 1: Shoplifting, Relationship Marketing, Retail
Document Summary
Consumer behaviour is a process: earlier known as buying behaviour; interactions between consumers and producers at the time of purchase, consumer behaviour is an ongoing process. Nike diehard loyalists swear by their favourite brand even though they probably can"t run fast or jump higher wearing their nike shoes. Making a lifestyle statement about the type of person who you are or who you want to be. Product serves as a link with a past self. Product is a apart of user"s daily routine. E. g. grocery items will tell the store what needs to be restocked and which items are past expiration dates: smaller companies are pressured to expand overseas, increasing stress to understand customers" similarities and differences, virtual consumption. Electronic marketing increases convenience by breaking down barriers caused by time and location. Virtual brand communities people from all over the world with a shared passion (e. g. wow) Web provides easy two-way communication to exchange information about experiences (e. g. rotten tomatoes)
