Consumer Behaviour Notes
Chapter 1
Read pages 4 – 6 and 22 for digital revolution
Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs.
Personal and organisational consumers (page 9)
The personal consumer buys good 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.
In all these contexts, the goods are bought for final use by individuals, who are referred to as ‘end users’ or ‘ultimate consumers’.
The organisational consumer includes profit and non-profit businesses, public sector agencies and institutions, all of which buy products, equipment and services in order to run their organisations. All organisations must purchase materials as direct and indirect inputs to their offerings and to support their markets.
Buyers and users (consumers)
Consumer – the person who consumes or uses the product or service.
Buyer – the person who undertakes the activities to procure or obtain the product or service.
Payer – the person who provides the money or other object of value to obtain the product or service.
The interdisciplinary nature of consumer behaviour research (page 12)
Psychology – the study of the individual. It includes the study of motivation, perception, attitudes, personality and learning patterns.
Sociology – the study of groups. Group behaviour describes the actions of individuals in groups, which often differ from the actions of individuals operating on their own.
Social psychology – the study of how an individual operates in a group. The study of how individuals are influenced in their personal consumption behaviour by those whose opinions they respect, such as peers, reference groups, family and opinion leaders.
Cultural anthropology – the study of human beings in society. It traces the development of the core beliefs, values and customs that are passed
Read pages 4 – 6 and 22 for digital revolution
Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs.
Personal and organisational consumers (page 9)
The personal consumer buys good 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.
In all these contexts, the goods are bought for final use by individuals, who are referred to as ‘end users’ or ‘ultimate consumers’.
The organisational consumer includes profit and non-profit businesses, public sector agencies and institutions, all of which buy products, equipment and services in order to run their organisations. All organisations must purchase materials as direct and indirect inputs to their offerings and to support their markets.
Buyers and users (consumers)
Consumer – the person who consumes or uses the product or service.
Buyer – the person who undertakes the activities to procure or obtain the product or service.
Payer – the person who provides the money or other object of value to obtain the product or service.
The interdisciplinary nature of consumer behaviour research (page 12)
Psychology – the study of the individual. It includes the study of motivation, perception, attitudes, personality and learning patterns.
Sociology – the study of groups. Group behaviour describes the actions of individuals in groups, which often differ from the actions of individuals operating on their own.
Social psychology – the study of how an individual operates in a group. The study of how individuals are influenced in their personal consumption behaviour by those whose opinions they respect, such as peers, reference groups, family and opinion leaders.
Cultural anthropology – the study of human beings in society. It traces the development of the core beliefs, values and customs that are passed