Consumer Behaviour
Consumer Behaviour
Consumer behaviour is the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of the products and services that they expect will satisfy their needs. * Personal consumer; buys goods and services for his or her own use, for use by the whole household, for another member of the household or as a gift for a friend * Organizational consumer; includes commercial for-profit organisations and non-profit organisations, public sector agents and institution, all of which buy products, equipment and services in order to run their organisations. * Consumer; the person who consumes or uses the product or service * Buyer; person who undertakes the activities to procure or obtain the product or service * Payer; person who provides the money or other object of value to obtain the product or service
Why Marketers Study Consumer Behaviour * Changing product life cycles * Many product life cycles are increasingly compressed as products are modified, improved or replace by new and substitute products * To support the introduction of new products * Changing environmental views and concerns * Increased public concern about environmental deterioration and resource shortages have made both marketers and public policy makers aware of the potentially negative impact of products * Changing consumer protection and public policy * Aid in the development of public policy that protects consumers * Attention to identifying sources of consumer confusing and deception, to discover how consumers perceive and interpret various marketing stimuli * Growing role of services marketing * Service sector continues to grow, and service providers know that marketing their offerings can be quite difficult. * Services can not be tested in advance of purchase, nor is quality consistent over time, * Not only do service providers need to market, but they
Consumer behaviour is the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of the products and services that they expect will satisfy their needs. * Personal consumer; buys goods and services for his or her own use, for use by the whole household, for another member of the household or as a gift for a friend * Organizational consumer; includes commercial for-profit organisations and non-profit organisations, public sector agents and institution, all of which buy products, equipment and services in order to run their organisations. * Consumer; the person who consumes or uses the product or service * Buyer; person who undertakes the activities to procure or obtain the product or service * Payer; person who provides the money or other object of value to obtain the product or service
Why Marketers Study Consumer Behaviour * Changing product life cycles * Many product life cycles are increasingly compressed as products are modified, improved or replace by new and substitute products * To support the introduction of new products * Changing environmental views and concerns * Increased public concern about environmental deterioration and resource shortages have made both marketers and public policy makers aware of the potentially negative impact of products * Changing consumer protection and public policy * Aid in the development of public policy that protects consumers * Attention to identifying sources of consumer confusing and deception, to discover how consumers perceive and interpret various marketing stimuli * Growing role of services marketing * Service sector continues to grow, and service providers know that marketing their offerings can be quite difficult. * Services can not be tested in advance of purchase, nor is quality consistent over time, * Not only do service providers need to market, but they