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Services marketing class lectures_86304817-Marketing-Management-Pgpmi-Class-12

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Marketing Management 26/10/07 CBS PGPMI - Class 12 Sivapriya Krishnan Consumer Behaviour-Nature, Scope and Applications Who is a consumer? • A consumer is typically one who engages in any one or all of the activities described in the definition • Customer is one who actually purchases a product or service from a particular organisation or shop. Two broad types of consumer • Personal – Buys goods or services for his/her own use • Organisational – Including profit and non profit businesses, government agencies and institutions The focus of the course will be on the individual consumer Consumer behaviour-some definitions • The decision process and the physical activity engaged in when evaluating, acquiring, using or disposing of goods and services • The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time,money, effort) on consumption related items. It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. Some consumer behaviour roles Role Description Initiator The person who determines that some need or want is not being met Influencer The person who intentionally/ unintentionally influences the decision to buy the actual purchase and/ or use of product or service Buyer The buyer who actually makes the purchase User The person who actually uses or consumes the product or service Why the field o ...
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