COM 362 Chapter Notes - Chapter 1: Consumer Behaviour, Culture Jamming, Green Marketing
2 Apr 2016
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Consumer behaviour = the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to saisfy needs and desires. Market segmentaion = process to idenify groups of consumers who are similar to one another in one or more way and then to devise markeing strategies that appeal to one or more groups. Demographics: objecive aspects of a populaion (age, gender, income) Psychograics: psychological and lifestyle characterisics (interests, aitudes, values) Relaionship markeing: marketers want to meet the needs of diferent consumer groups over the long term. Cause-related markeing: donaions to chariies are promised as purchase incenives (is not corporate giving) Green markeing: trying to ofer products in a way which is less harmful to the environment. Social markeing = using markeing techniques to encourage posiive behaviours (increased literacy) or discourage negaive behaviours (drunk driving) Negaive efects of consumpion/markeing and ways to react:
