BUS 347 Chapter Notes - Chapter 1: Consumer Behaviour, Regional Policy Of The European Union, Psychographic
10 Oct 2018
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Bus 347 chapter 1: introduction to consumer behaviour. Psychographics: aspects of a person"s lifestyle, interests, attitudes, values and personality. Eg: interests in clothing or music, how people spend their leisure time. The conversations we have about products recommending to use or to avoid certain products or brands to others are often more influential than what is seen on ads. Consumption communities: where members share opinions and recommendations about any products online. They can form bonds with those who use similar products. There is also pressure on group members to buy things to meet the groups approval. Brand loyalty: a bond between product and consumer that is very difficult for competitors to break. Consumer behaviour: is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Consumers take many forms: 8 year old girl, large corporate executive.
