Consumer Behaviour

Consumer Behaviour

1. Definition: The study of the processes involved when individuals or groups SELECT, PURCHASE, USE OR DIPOSE OF PRODUCTS, IDEAS OR EXPERIENCES TO SATISFY NEEDS OR DESIRES.

   • Philosophical assumptions
     • Freedom vs Determinism
     • Nurture vs Nature
     • Uniqueness vs Universality
     • Proactive vs Reactive
     • Variations vs Stability
   • Paradigms
     • POSITIVISM
     • INTERPRETIVIST
   • STAGES (CONSUMERS)
     • 1. IN THE MARKETSPACE
       • 2. AS INDIVIDUALS
         • 3. DECISION MAKING
           • 4. AND CULTURE
             • CONCLUSION: Why marketers need to know?
               • Good business
               • Firms exist to satisfy consumers needs
               • Knowledge useful
               • Trends and identify products that reflect consumer needs