COMM 3401 Chapter Notes - Chapter 1: Toothpaste, Social Class, Psychographic
Document Summary
Demographics statistics that measure observable aspects of a population (who is buying: age, gender, family structure and marital status, social class and income, ethnicity, geography. Psychographics the way we feel about ourselves, the things we value, and the things we do in our spare time (helps understand why we buy) activities, interests and opinions. We are also affected by the opinions and behaviours of other people, consumers. : the study of the processes involved when individuals or groups select, purchase, use, or dispose {not just about the purchase} of products, services, ideas, (ex. Madd, als campaigns) or experiences to satisfy needs and desires. The consumer behaviour process can be looked at from both the consumer and the marketer"s perspective (see slide 4) It"s important to understand it, it"s good for business; help shape the market, define the brand, identify o"s and t"s.
