Consumer Behaviour and Experiential Marketing

Consumer Behaviour and Experiential Marketing

1. Consumer Behaviour

   • Consumer behaviour is a process.
   • “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires”. Solomon (2013)
   • Marketers need to understand the wants and needs of a consumer
   • Marketers influence popular cultue eg music, films
   • The level of involvement is influenced by many factors eg interaction, different stimuli or situation
     • Inertia- Make decisions out of habit, lack motivation.

2. Experiential Marketing (Schmitt, 1999)

   • Cockayne (2015) argues that an experience is not limited to a singular object, or at a specific time. He suggests that an experience can be consumed as a product, with a product, or in the promotion of a product.
   • 'Marketing Myopia'- Levitt (1963)