ADMS 3210 Chapter Notes -Consumer Behaviour, Sensory Memory, Branded Content

• School: York University
• Department: Administrative Studies
• Course: ADMS 3210
• Professor: Elena Skliarenko

Document Summary

Consumer behaviour- study of the processes involved when individuals or groups select, purchase, use, dispose of products, services, ideas to satisfy their needs and desires. Exchange- 2+ orgs or people give and receives something of value. Marketing segmentation- identifies groups of consumers similar to one another in one or more ways. Demographics- stats that measure observable aspects of a population. Trends revealed in demo studies are of interest to marketers. Psychographics- differences in consumers" personalities, attitudes, values, lifestyles. Age diff age groups have diff needs and wants. Gender differentiating by gender starts ever since they wear diapers. Family structure and life stage it has such a big effect on a consumers" spending priorities. Social class and income determines which groups have the greatest buying power and mkt potential. Lifestyles beyond demographics the way we feel about ourselves, the things we value. Young singles and newlyweds vs. single parent households.