Customer Behaviour- Mid Sem Exam Notes

Lecture One: Introduction to Consumer Behaviour Consumer Behaviour: Reflects totality of consumer’s decisions with respect to the acquisition, consumption and disposition of goods, services, time and ideas by (human) decision-making units (over time) Acquisition- obtaining, gathering, acquiring Consumption-using, consuming Disposition- disposing Decision making units- customers, Consumers Time-Dynamic Process Consumer Behaviour involves attitudes towards: * Products/goods * Services (intangible) * Activities * People * Ideas It is a dynamic process which can involve many people and involves many decisions. It also involved the consumers’ feelings and coping

Decisions are not always made on behalf of an individual but can be made on behalf of a group e.g. a family unit. The Totality of a consumer’s decisions can be broken down into the following: Obtaining: PURCHASE ACTIVITIES * How do you decide you want to buy * Other products you consider buying * Gathering and evaluating info * Where you buy * How do you pay for the product/purchase/transaction method * Additional services (i.e. warranties) * How you transport product home Consuming: USE ACTIVITIES * How do you use the product * Where do you use-On premise v off premise * How do you store the product in your home * Who uses the product * When is it used? Immediate v delayed consumption * How much do you consumer? Complete v Partial * How product compares with expectations Disposing: DISPOSAL ACTIVITIES * How you get rid of remaining product * How much you throw away after use * If you resell items yourself (e.g. eBay) or through a consignment store * How you recycle some products * Recycling (e.g. Biodegradable waste) * Reuse (e.g. charity) * Resale (e.g. eBay) Consumer Behaviour Reflects: 1. The totality of decisions- Whether, What, Why,