MGMA01H3 Chapter Notes - Chapter 6: Consumer Behaviour, Abraham Maslow, Marketing Buzz
Document Summary
Mgma01 chapter 6: consumer markets and consumer buyer behaviour: Consumer buyer behaviour the buying behaviour of final consumers individuals and households that buy goods and services for personal consumption. Most large companies and marketers research consumer buyer decisions in great detail to answer questions about: what consumers buy, where they buy, how and how much they buy, when they buy, why they buy. Consumers themselves don"t know exactly what influences their purchases. Buyer behaviour (consumer behaviour) reflecting an emphasis on the actual exchange of goods for money. Marketers now recognize the study of consumer behaviour as an ongoing process: starts before the consumer purchases a product or service, continues after they consume it. Marketers must be aware of a # of issues before, during, and after purchase to build brand loyalty and lasting relationships with their customers class: factors affecting consumer behaviour: Exert a broad and deep influence on consumer behaviour.
