SMG MK 445 Chapter Notes - Chapter 1: Consumer Behaviour
12 Mar 2019
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Consumer behavior: the totality of consumers decisions with respect to the acquisition, consumption and disposition of goods, services, time and ideas by human decision making units (over time) 1. 1a consumer behavior involves goods, services, activities, experiences, people, and ideas. How we use time reflects who we are, what our lifestyles are like, and how we are both the same and different from others. Offering: a product, service, or idea offered by a marketing organization to consumers. Marketers are interested in consumer behavior related to using and disposing of a product. Acquisition: buying, and ways of obtaining goods and services, like renting, trading, sharing. Studies show that interruption actually makes a pleasant experience seem more enjoyable when resumed. Consumers tend to procrastinate in redeeming coupons and gift cards with far future deadlines but move more quickly when deadlines are close. After consumers acquire an offering they use it.
