Consumer Behavior

Consumer Behavior

1. Reflects all decisions about the acquisition, consumption and disposal of an offering by people overtime

2. Offering

   • Products, service, idea, activity

3. Influences

   • Psychological core, culture, process of decisions and consumer behavior outcomes.

4. Groups interested

   • Mktg manager, consumer, regulators, ethicist

5. Why studyng it?

   • Market segmentation
   • Target selection
   • positioning
   • pricing decisions

6. History

   • 1940: sociological research and studies of selling process
   • 1940-1964: motivational research
   • 1960: one-factor models
   • 1960-1970: comprenhensive theorethical needs
   • 1980: Different parallel research traditions

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