CSU DM 272 - Chapter 1: Consumer Behavior and Consumer Research (2 pages)

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Chapter 1: Consumer Behavior and Consumer Research



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Chapter 1: Consumer Behavior and Consumer Research

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Overview of Consumer Behavior


Lecture number:
1
Pages:
2
Type:
Lecture Note
School:
Colorado State University- Fort Collins
Course:
Dm 272 - Consumers in the Marketplace

Unformatted text preview:

DM 272 1st Edition Lecture 1 Outline of Current Lecture I What is Consumer Behavior II Consumption Analysis Research III Why Study Consumer Behavior IV Interdisciplinary Influencers on the study of Consumer Behavior Current Lecture What is Consumer Behavior The study of the processes involved when individuals or groups select purchase use or dispose of products services ideas or experiences to satisfy needs and desires p 7 Consumer behavior is a process A consumer is o A purchaser o A user o An influencer Three stages of the consumption process o Prepurchase o Purchase o Postpurchase It is not just about why we buy it s about consumption analysis and research Consumption Analysis Research Analysis of why how where and when people use products in addition to why how they buy To help identify new uses for existing products or new product to satisfy unmet or changing consumer needs Important demographic and psychographic variables that make one consumer the same as or different from others o Age o Gender o Family Structure o Social class and income These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Race and ethnicity o Geography o Lifestyles o Personalities Consumer appear different but respond in similar ways to stores brands Why study Consumer Behavior CB affects personal policy o Understand yourself as a consumer CB determines the economic health of everyone o Overeating overspending product misuse etc CB helps formulate public policy o Educating consumers about problems e g overconsumption vs under consumption and providing help CB determines the economic health of a nation o Your dollars as your vote Interdisciplinary Influences on the Study of Consumer Behavior The pyramid of consumer behavior An applied social science that utilizes various disciplines



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