Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
18 Cards in this Set
- Front
- Back
|
Consumer Behaviour |
1. Consumer activities: purchase, use, and disposal of goods/ services 2. Consumer responses: emotional, mental and behaviour responses that precede, determine and follow those activities. |
|
|
Types of consumers |
1. Individual consumers: satisfy their own needs/ wants OR to satisfy the needs/ wants of other individuals 2. Organizational consumers: produce other goods/ services OR resell goods/ services OR help manage their organization. |
|
|
What are the three types of consumer activities? |
1. Purchase 2. Use 3. Disposal |
|
|
Purchase activities are? |
How consumers acquire the good/ service. - gather or evaluate info - transactional method (buy, lease, rent) - additional services/choices/ decisions associated with purchase (delivery, installation, training) |
|
|
Use activities? |
Where, when, and how consumption takes place. Where? on or off premise When? immediate or delayed consumption How? complete or partial consumption |
|
|
Disposal activities? |
The ways consumers get rid of product and/ or packaging after consumption - discard - recycle - reuse (charity) - resale (ebay, kjiji) |
|
|
What are the three types of consumer responses? |
1. Affect Feelings 2. Cognitive Thoughts 3. Behavior Actions |
|
|
Emotional (affective) Response |
- Emotions (ecstasy, grief) (high intensity, short duration) - Feelings (joy or sadness) (medium intensity, medium duration) - Moods (serenity or pensiveness) (low intensity, long duration) |
|
|
Mental (cognitive) responses |
- consumer thought process - beliefs - opinions - attitudes - intentions |
|
|
Behavioural responses |
decisions and actions during purchase, use and disposal. - inquiring - information search - trying - buying - recommending -repurchase |
|
|
Why study consumer behaviour? |
1. to improve business performance 2. to influence public policy 3. to help consumers make better decisions |
|
|
Who benefits from the study of consumer behaviour? |
1. marketing managers 2. advocacy groups 3. public policy makers 4. consumers and society 5. academics |
|
|
Consumer behaviour is a mix of: |
- anthropology - sociology - economics -psychology |
|
|
Motivational Research |
- Designed to uncover peoples hidden or uncôusciôus motivations |
|
|
Behavioural Science Perspective |
- behavioural science perspective - random sampling, scientific method |
|
|
interpretivism (postmodernism) |
- consumers are viewed as non-rational and their reality is high subjective |
|
|
Correlation |
Two variables are statistically related, as one changes the other also changes. |
|
|
Causation |
Two variables must be correlated. The cause variable must precede the effect variable, all other causes must be ruled out. Is there a spurious or illusory, third variable? |
