What is Consumer Behaviour Flashcards
What does consumer behaviour reflect?
the totality of decisions about the consumption of an offering by decision-making units over time
-Marketing strategies and tactics
The totality of decisions
Whether
What
Why
How
When
Where
How much/
How often/
How long
about the consumption
-Acquisition
-Usage
-Disposition
of an offering
Products
Services
Activities
Ideas
by decision-making units
Information gatherer
Influencer
Decider
Purchaser
User
over time
Hours
Days
Weeks
Months
Years
Acquisition
-Deciding to buy a product
-Talking about products
-Deciding between brands
-Where to buy
-How to pay
-Other ways to acquire
Usage
-How you use/store product
-Who uses the product
-How much you consume
-How product consumption compares with expectations
Disposition
-How you get rid of unwanted product
-How much you throw away after use
-Reselling products
-How you recycle products
Interdisciplinary influences
-Marketing
-Psychology
-Behavioral economics
-Sociology
-Anthropology
-Neuroscience
-Geography
Who benefits from the study of consumer behaviour
-Consumers
-Advocacy groups
-Public policy makers/regulators
-Academics/Students
-Marketing managers
Knowledge is relevant to all 4 Ps
