Chapter 2: Consumer Behaviour & Research Flashcards
consumer behaviour
study of consumers and the processes they use to choose, use and dispose of products and services including consumers emotional, mental, and behavioural responses
segmentation
process of dividing a company’s target market into groups of potential customers with similar needs and behaviours
RFM
recency, frequency, and monetary value
ethnography
qualitative research that involves immersing yourself in a particular community or organization to observe their behaviour and interactions up close
sociology
social science that focuses on soceity, human social behaviour, social interaction and aspects of culture
psychology
study of mind and behaviour
qualitative`
-focus groups, in-depth interviews, observaitons
-more natural
quantitative
-uses numbers and calculations
-surveys, questionnaires
consumer insights
understanding and interpretation of customer data, behaviours and feedback
consumption
the using of a resource
psychographics
qualitative methodology of studying consumers based on psychological characteristics (values, desires, goals, interests, lifestyle choices)
perception
way of regarding, understanding something; mental impression
situational influence
external or societal factors that surround a community and consciously or subconsciously influence the nature of their interpersonal interactions (geography, religion, economics)
exposure
adaptation
