2.3 Consumer insights introduction

Question 1

Marketing is the

Answer 1

activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have VALUE for customers, clients, partners, and society at large

Question 2

What is a consumer?

Answer 2

Consumer is a broad label that refers to any individuals or households that use goods
and services generated within the economy.

Question 3

Difference customer and consumer

Answer 3

Consumer: someone who buys or uses goods or services.
Customer: the buyer or user of the products of an individual/ organization
Consumer: consumes/uses; Customer: purchases
When are they different? Purchases that are made for kids

Question 4

Two CB lessons (consumer behaviour)

Answer 4

• CB as such is descriptive- CB is broad

Question 5

Peter and Olsen: The American marketing association defines consumer behavior as

Answer 5

as the dynamic interaction of affect and cignition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.

Question 6

CB involve 3

Answer 6

• Affect and cognition
• Behavior
• Enviroenment

Question 7

CB core criteria 3

Answer 7

• Dynamic
• About interaction
• About exchanges

Question 8

Wheel of consumer analysis ( peter and Olsen)
The 3 aspects which are considered for analysis of consumer’s are

Answer 8

• Affect and Cognition
• Consumer behavior
• Consumer environment

Question 9

wheel of consumer analysis Carasteristics of the 3 factors of consumer analyses

Answer 9

• Dynamic
• Reciprocal (change in one element cause changes in others
• Multilevel ( societye level, industry, individual