MGMC02H3 Chapter 001: Consumer Behavior - Chapter 001
Document Summary
Consumer behavior involves much more than purchasing products. Consumer behavior studies for clues to who buys, uses, and disposes of what products as well as clues to when, where, and why they do. Consumer behavior covers 4 basic domains: psychological core (chapters 1-7) midterm chapters 1-6, process of making decisions (chapters 8-11, consumer"s culture (chapters 12-15, consumer behavior outcomes and issues (chapters 16-18) Consumer behavior is the totality of consumers" decision with respect to acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units (overtime). Ie: buying food vs. downloading new music: decide between brands. Ie: iphone vs. samsung: why, meeting needs, values, or goals. Ie: body piercings as self-expression vs. fitting in vs. beauty: may have conflict to make difficult decisions. Ie: cold weather rent dvds, shop, less likely to eat ice cream. Ie: yogurt for lunch decide against if had it already on other days. Opportunity = set time to learn and think.
