CONSUMER BEHAVIOUR
Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy.
It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics.
It attempts to understand the buyer decision making process, both individually and in groups.
It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants.
It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Consumption is the “process of production, acquisition, utilization and destruction of goods, services, experiences or places”
Why should we care?
In Short run - To understand the behaviors and attitudes of the consumers when choosing a product or a Brand
In long run - To detect trends, develop new products and find the language adapted to the target
Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy.
It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics.
It attempts to understand the buyer decision making process, both individually and in groups.
It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants.
It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Consumption is the “process of production, acquisition, utilization and destruction of goods, services, experiences or places”
Why should we care?
In Short run - To understand the behaviors and attitudes of the consumers when choosing a product or a Brand
In long run - To detect trends, develop new products and find the language adapted to the target