Consumer behaviour involves both individual and group decision-making processes.
1. What is the primary role of consumer behaviour in the context of consumption?
2. What is a direct effect of increased exposure to global corporations' marketing efforts on consumers?
3. What is the primary role of need recognition in the consumer decision-making process?
Consumer behaviour — definition?
Study of processes when individuals/groups select, purchase, use, dispose.
Scope of consumer behaviour?
All activities satisfying needs/desires through consumption.
Global consumer culture — role?
Shapes preferences via shared values and norms across countries.
Need recognition — trigger?
Awareness of a gap between current and desired state.
Online consumer behaviour tactics?
Digital tracking, virtual aisles, SEO, pop-ups, digital cues.
Market disaggregation — purpose?
Analyzing individual customer characteristics.
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