ADM 3321 Chapter Notes - Chapter 1: Consumer Behaviour, Market Segmentation, Business Ethics

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

As a consumer you can be described and compared with others in. Objectively measurable descriptive characteristics of a various ways: o! Includes aspects of a person"s lifestyle, interests, attitudes, values and personality. A lot of product information, as well as recommendations to use or avoid particular brands, is transmitted by conversations among real people rather than by ways of tv commercials, magazines, billboards, or even bizarre websites. o! Shared cultural values and beliefs of a large society about the way world should be structured. Using market segmentation strategies means targeting a brand only to a specific group of consumers rather than to everybody. Brands often have clearly defined images or personalities created by product advertising, packaging, branding, and other marketing strategies that focus on positioning a product a certain way. People often choose a product because they like its image or because they feel that its personality somehow corresponds to their own.