Week 1 - Lecture notes 1-2 PDF

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Summary

Scott van Wagner. Notes on the first 2 chapters...

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Consumer behavior 7th edition – 9780133958096 Section number 01 – Group number 4 Nathan Daman Avinash

GCR Presentation -

E.g of how the theories in the chapter are being used by businesses Good and bad

Chapter 1: -

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Consumer behavior is a process. Made up of Psychology, sociology, demographics etc All good processes start with the customer Demographics is most commonly used (easiest) Big Data – raw unprocessed information. Gathering large amount of information from a large sample size to get a more accurate end goal Relationship Marketing – interact with customers on a regular basis and interact with them. E.g loyalty cards, birthday emails. Why? For Brand loyalty! Culture in Marketing – e.g tims roll up the rim Global Consumer – Utilizing the internet to reach a wider range of consumers via social media, online campaigns etc. The consumer control the conversation on products (they talk about it). Businesses can reach more consumers. Virtual Consumer – exist online as consumers. Online shopping. Consumer research – o Primary research – focus groups, interviews o Secondary research – going to an existing source for your information e.g stats canada...