Summirised Notes
Chapter 1
Consumer behaviour Defined as activities people undertake when obtaining, consuming and disposing of products and services. “why people buy” Includes 3 primary activities: Obtaining – activities leading up to and including the purcase or receipt of a product Consuming – how, where, when and under what circumstances consumers use products. Disposing – how consumers get rid of products and packaging |
3 Methological approaches of studying consumer behavour: Observation Interviews and surveys experementation
Traditional research methods Focus groups Surveys Choice modeling Observation
Psychopshysiological methods Biofeedback Facial coding Eye tracking Vocal analysis
The Underlying principles of consumer behaviour (Exam)
(mottos for some of the most successful organisations)
The consumer is sovereign
Products and services are accepted or rejected to the extent that they are percieved as relevant to needs and lifestyles. It is easier for a firm to change its marketing programs to fit the prefrances of consumers than to expect consumers to change their prefreances and needs. eg. Macdonalds offer quick and affordable fast food and addapts its menu to suit cultural or national needs. The consumer is global Consumer today have access to global television and the internet and buys the same brands from the same retailers for the same reasons all over the world. eg. consumers buys coke from Spars and Shell garages all over the world Consumers are different; consumers are alike marketers look for goups/ segments of people with similar needs while recognising the differences between groups/ segments. eg. Mercedes identify consumers with a need for luxury vehicles , they are different from those with a need for heavy duty trucks. Mercedes manufactures both. The consumer has rights To safety, information, redress, choice, enjoyment and protection.
Consumer behaviour Defined as activities people undertake when obtaining, consuming and disposing of products and services. “why people buy” Includes 3 primary activities: Obtaining – activities leading up to and including the purcase or receipt of a product Consuming – how, where, when and under what circumstances consumers use products. Disposing – how consumers get rid of products and packaging |
3 Methological approaches of studying consumer behavour: Observation Interviews and surveys experementation
Traditional research methods Focus groups Surveys Choice modeling Observation
Psychopshysiological methods Biofeedback Facial coding Eye tracking Vocal analysis
The Underlying principles of consumer behaviour (Exam)
(mottos for some of the most successful organisations)
The consumer is sovereign
Products and services are accepted or rejected to the extent that they are percieved as relevant to needs and lifestyles. It is easier for a firm to change its marketing programs to fit the prefrances of consumers than to expect consumers to change their prefreances and needs. eg. Macdonalds offer quick and affordable fast food and addapts its menu to suit cultural or national needs. The consumer is global Consumer today have access to global television and the internet and buys the same brands from the same retailers for the same reasons all over the world. eg. consumers buys coke from Spars and Shell garages all over the world Consumers are different; consumers are alike marketers look for goups/ segments of people with similar needs while recognising the differences between groups/ segments. eg. Mercedes identify consumers with a need for luxury vehicles , they are different from those with a need for heavy duty trucks. Mercedes manufactures both. The consumer has rights To safety, information, redress, choice, enjoyment and protection.