ADM3321
Chapter 1: Introduction to Consumer Behaviour
WHAT IS CONSUMER BEHAVIOUR?
Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
Needs and desires can range from hunger and thirst to love, status, or even spiritual fulfillment
Consumer Behaviour is a Process
In early stages referred to as “buyer behaviour”: an emphasis on the interaction between consumers and producers at time of purchase.
Now: consumer behaviour is an “ongoing process” not just what happens at the moment of purchase
Figure 1-1: Some Issues That Arise during Stages in the Consumption Process
Consumer’s Perspective Marketer’s Perspective
Pre-purchase issues
How does a consumer decide that he or she needs a product? What are the best sources of info to learn about alternative choices?
How are consumer attitudes towards products formed and changed? What cues to consumers use to infer which products are better than others?
Purchase issues
Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer?
How do situational factors, such as time pressure or store displays, affect the consumer’s purchase decision?
Post-purchase issues
Does the product provide pleasure or perform its intended function? How is the product eventually disposed of, and what are the environmental consequences of this act?
What determines whether a consumer will be satisfied with a product and whether he or she will buy it again? Does this person tell others about his or her experiences with the product that affects their purchase decisions?
Exchange: two or more organizations or people give and receive something of value; is an integral part of marketing. Although exchange is important, be sure to pay attention to entire process
WHAT IS CONSUMER BEHAVIOUR?
Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
Needs and desires can range from hunger and thirst to love, status, or even spiritual fulfillment
Consumer Behaviour is a Process
In early stages referred to as “buyer behaviour”: an emphasis on the interaction between consumers and producers at time of purchase.
Now: consumer behaviour is an “ongoing process” not just what happens at the moment of purchase
Figure 1-1: Some Issues That Arise during Stages in the Consumption Process
Consumer’s Perspective Marketer’s Perspective
Pre-purchase issues
How does a consumer decide that he or she needs a product? What are the best sources of info to learn about alternative choices?
How are consumer attitudes towards products formed and changed? What cues to consumers use to infer which products are better than others?
Purchase issues
Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer?
How do situational factors, such as time pressure or store displays, affect the consumer’s purchase decision?
Post-purchase issues
Does the product provide pleasure or perform its intended function? How is the product eventually disposed of, and what are the environmental consequences of this act?
What determines whether a consumer will be satisfied with a product and whether he or she will buy it again? Does this person tell others about his or her experiences with the product that affects their purchase decisions?
Exchange: two or more organizations or people give and receive something of value; is an integral part of marketing. Although exchange is important, be sure to pay attention to entire process