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Consumer Behaviour

Consumer Behaviour

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Published by sajib1266
Consumer Behaviour
Consumer Behaviour

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Categories:Types, School Work
Published by: sajib1266 on Jan 26, 2010
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01/07/2013

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Consumer Behavior

Chapter 1

Introduction
Bashir Hussain
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Bashir’s View
You are a marketer of your own but your eyes are the eyes of the consumers.

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2

Definition
 The

   

decision process and physical activity individuals engage in when Evaluating Acquiring Using or Disposing of goods and services
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Important terms that facilitate your understanding of the definition
 Customers

and Consumers  The ultimate consumer  The individual buyer  The decision process  A subset of human behavior

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4

Customers and Consumers
Customer: Someone who regularly purchases from a particular store or company. Consumer: Anyone engaging in any of the activities namely evaluating, acquiring, using or disposing of.

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5

The

Ultimate Consumer

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6

The Individual Buyer
• • • • Initiator Influencer Buyer User

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7

The

Decision Process

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8

A Subset of Human Behavior
• • • • • Psychology Sociology Social psychology Economics Anthropology

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9

Why Study Consumer Behavior?
 Significance

in Daily Lives

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10

 Application

to Decision

Making
• Micro Perspective • Macro Perspective

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11

Applying Consumer Behavior Knowledge
 Consumer

Behavior and Marketing Management

• Market Opportunity Analysis • Target Market Selection • Marketing Mix Determination

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12

What

Do You Think?

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13

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