Consumer Introduction

Question 1

Consumer Psychologists

Answer 1

Study consumer activities associated with the purchase, use and disposal of goods and services, including the consumer’s emotional, cognitive and behaviour responses that precede, determine or follow these activities

Question 2

Types of consumer Wright (2006)

Answer 2

Manufacturers and retailers have known almost instinctively from early times that you cannot sell the same product in same way to every consumer. Has become harder as consumers have become sophisticated, wealthier and more aware of choice.

Question 3

Segmentation Levels

Answer 3

Mass Market: production of something everyone wants

Mass Segmentation: divided into large segments - compromise position for producer and consumer.

Niche Market: focussing on one sub-group within a larger segment

Micro-marketing: catering for individuals - be spoke tailoring