MKTG 450 Chapter Notes - Chapter 1: Consumer Behaviour, Brand Loyalty, Market Segmentation
Document Summary
1 buying, having, and being: an introduction to consumer behavior. Brands have clearly defined images, or personalities that advertising, packaging, branding, and other marketing elements help to shape. Purchase product because they like the image or personality fits their own, desired qualities with rub off on them. Brand loyalty: a bond between product and consumer that is very difficult for competitors to break. Appearance, taste, texture, smell of item influences our evaluation of products. A good site helps people to feel, taste, and smell with their eyes. These judgements are affected by and reflect how a society feels people should define themselves at that point in time. Product meanings lurk below the surface of the packacing and advertising. 7: prepurchase issues, purchase issue, postpurchase issue. Consumers" impact on marketing strategy: organizations exist to satisfy needs, marketers have to understand the wants and needs of different consumer segments.
