Chapter 1 (lecture 1) Flashcards
What is consumer behaviour?
It entails all consumer activities associated with the purchase use and disposal of goods and services, including the consumer’s emotional, mental and behavioral responses that precede, determine or follow these activities
What are the two types of consumers?
- Individual consumers
2. Organizational consumers
What are individuals consumers?
They purchase goods and services to satisfy their own personal needs and wants or to satisfy the need and wants of others
What are organizational consumers?
They purchase good and services in order to producer other goods or services, resell them to other organizations or individual consumers or help manage and run their organization
What are the 3 consumer activities?
- Purchase activities
- Use activities
- Disposal activities
What are purchase activities?
Are those trough which consumer acquire good and services. It includes also everything done leading up to the purchase, such as gathering and evaluating information about the product and choosing where to purchase it.
What are use activities?
Describe where, when and how the consumption takes place
What are disposal activities?
The ways consumers get rid of products or packaging after consumption (also re-use, resale, recycling etc).
What types of consumer responses exist?
- Emotional responses
- Mental responses
- Behavioral responses
What are emotional responses?
They reflect a consumer’s emotions, feelings and moods
What are mental responses?
They include a consumer’s thought processes, opinions, beliefs, attitude and intention about products and services. It can be evaluative or non-evaluative (no judgement).
What are behavioral responses?
They include a consumer’s overt decisions and actions during the purchase, use and disposal activiteit identified earlier.
Why would you study consumer behavior?
- To improve business performance (if a marketeer understands the consumers better you can create better products and services)
- To influence public policy (to protect the public from unfair, unethical or dangerous business practices)
- To educate and help consumers make better decisions (most often used to understand an to curve undesirable behaviors of consumers)
What is customer perceived value?
The estimated net gain customers receive from their sacrifice of time, money and effort expended to the purchase, use and disposal of a product or service.
What is customer delight?
It suggest customer benefits that not only meet, but also exceed expectations in unanticipated ways.
