BUS 343 Chapter Notes - Chapter 4: Classical Conditioning, Psychographic, Observational Learning
11 May 2016
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Customer insight is included in many parts of the marketing plan from what time of product to offer to where to advertise. This knowledge is key when we select a target market: the consumer decision making process (page 120) Consumer behaviour: the process involved when individuals or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Marketers recognize that consumer decision making is an ongoing process it"s much more than what happens at the moment a consumer forks over the cash and in turn receives a good or service. Marketers also need to know how and when you consume their products. Marketers also need to understand the many factors that influence each of these steps in the consumer behaviour process. Internal factors unique to each of us, situational factors at the time of purchase, and the social influences of people around us. Not all decisions are the same (page 121)
