Introduction to Consumer Behaviour PDF

Introduction to Consumer Behaviour Unit 1, MR3023 What is Consumer Behaviour? Definition: Consumer behaviour is the study of individuals or groups and organizations on how they select, purchase, use or dispose of products services, ideas or experiences to satisfy needs and desires. In other words, i...

Introduction to Consumer Behaviour Unit 1, MR3023 What is Consumer Behaviour? Definition: Consumer behaviour is the study of individuals or groups and organizations on how they select, purchase, use or dispose of products services, ideas or experiences to satisfy needs and desires. In other words, it's what happens before a purchase, during a purchase and after the purchase. Role Theory The idea that a consumer's behaviour is like actions in a play. We all are actors playing a role when we purchase. Consumers are "actors" on the marketplace stage: much of the consumer's behaviour is similar to actions in a play In life we all have many roles, and our consumption practice may be altered by our role. We may be students. teachers, brothers, sisters, mothers, fathers, team member, team leader, etc. KEY FACTS Consumer behaviour is a process that involves what takes place before the purchase, during, and after The purchaser is not always the user. Who buys more men's underwear, men, women? Sometimes a person is influenced by a friend's recommendation or the recommendation from a person who leaves a review on a website Consumer behaviour can also involve groups where one is decision maker or when a few or all decide Video: What is Consumer Behaviour?