Consumer Behaviour
Consumer Behaviour:
CHAPTER 1
Consumer behaviour and marketing strategy: * market segmentation * positioning strategy * new market applications * global marketing * marketing mix * consumerism, ethics and non profit marketing
Consumer behaviour is product person situation specific * product specific * person individual * situation
Consumer behaviour * a discipline dealing with how and why consumers purchase (or don’t purchase) products and services
Consumer Lifestyle consumer lifestyle -> needs/attitudes that influence consumption decisions -> consumer choices -> behaviour/experiences that reduce, maintain or enhance lifestyle -> consumer lifestyle
Factors that determine and influence consumer lifestyles: * motives * emotions * lifestyle * demographic * personality
CONSUMER RESEARCH:
Consumer research is the function, which links the consumer to the marketer through information
Theory provides a conceptual foundation and understanding of the basic processes. It is defined as a conceptual scheme based on foundational statements or axioms that are assumed to be true
Analytical model is a set of variables and their interrelationships designed to present in whole or in part, some real system or process.
Research questions are refined statements of the specific components of the problem
Hypothesis is an unproven statement or proposition about a factor that is of interest to the researcher
Data collection: * secondary data: * primary data: examples are * focus groups, * depth interview, * projective techniques * survey * observation * experiment * sampling
1. the collection process for primary data is very involved and the collection cost is very high 2. an interview conducted by a trained moderator among a small group of respondents is an unstructured and natural manner is an focus group 3.
CHAPTER 1
Consumer behaviour and marketing strategy: * market segmentation * positioning strategy * new market applications * global marketing * marketing mix * consumerism, ethics and non profit marketing
Consumer behaviour is product person situation specific * product specific * person individual * situation
Consumer behaviour * a discipline dealing with how and why consumers purchase (or don’t purchase) products and services
Consumer Lifestyle consumer lifestyle -> needs/attitudes that influence consumption decisions -> consumer choices -> behaviour/experiences that reduce, maintain or enhance lifestyle -> consumer lifestyle
Factors that determine and influence consumer lifestyles: * motives * emotions * lifestyle * demographic * personality
CONSUMER RESEARCH:
Consumer research is the function, which links the consumer to the marketer through information
Theory provides a conceptual foundation and understanding of the basic processes. It is defined as a conceptual scheme based on foundational statements or axioms that are assumed to be true
Analytical model is a set of variables and their interrelationships designed to present in whole or in part, some real system or process.
Research questions are refined statements of the specific components of the problem
Hypothesis is an unproven statement or proposition about a factor that is of interest to the researcher
Data collection: * secondary data: * primary data: examples are * focus groups, * depth interview, * projective techniques * survey * observation * experiment * sampling
1. the collection process for primary data is very involved and the collection cost is very high 2. an interview conducted by a trained moderator among a small group of respondents is an unstructured and natural manner is an focus group 3.