MKTG 4150 Chapter Notes - Chapter 1: Pillsbury Doughboy, Consumer Behaviour, Business Ethics
17 Jul 2016
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Document Summary
Consumer behavior: the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires. Items that can be consumed can include several things. In early stages of development, field of consumer behavior often referred to as buyer behavior. Reflected emphasis on interaction between consumers and producers at the time of purchase. Now its recognized that consumer behavior is an ongoing process: goes beyond moment when consumer exchanges money for goods. Exchange: when two or more organizations or people give and receive something of value. Consumer behavior emphasizes entire consumption process, not just exchange: includes issues that influence consumer before, during, and after purchase. Helps predict the future: consumer response is ultimate test of whether marketing strategy will succeed, data about consumers helps define market and identifies threats or opportunities to brand, ensures product continues to appeal to core market.
