MKTG 4100 Chapter 3: Chapter 3 - Consumer Behaviour & Target Audience Decisions
12 Dec 2015
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Chapter 3 consumer behaviour & target audience. Benefits of consumer insight: must be understood to create effective marketing communication programs; managers discover how to encourage consumers to purchase, what to emphasize to specific audiences, whom to target, and which types of. Consumer behaviour: process and activities people experience when searching for, selecting, purchasing, using, evaluating and disposing of products and services to satisfy their needs and wants. Decision making process: consumer is both a problem solver and an information processor; consumer evaluates alternative brands and determines the degree to which they satisfy their motives; can be influenced by advertising and promotion. Information search: consumers realized by now that purchase of a product can satisfy their needs; begin to search for information needed to make a purchase decision. Want: felt need that is shaped by a person"s knowledge, culture, personality; advertised goods usually satisfy wants instead of basic needs.
