Scribd
Upload
87 views2 pages

Consumer Behavior 1

Consumer behavior is the study of how consumers make decisions to spend their available resources on consumption-related items. It involves understanding demographics, like age and income, market segmentation, and the roles and exchanges that influence purchasing. Businesses benefit from learning about heavy users' behaviors and using big data to gain insights. Popular culture and global consumer trends also impact choices as people often buy products for their symbolic meanings rather than solely functional purposes. Psychologists and sociologists take different approaches to examining these factors.

Uploaded by

Je Lazana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
87 views2 pages

Consumer Behavior 1

Consumer behavior is the study of how consumers make decisions to spend their available resources on consumption-related items. It involves understanding demographics, like age and income, market segmentation, and the roles and exchanges that influence purchasing. Businesses benefit from learning about heavy users' behaviors and using big data to gain insights. Popular culture and global consumer trends also impact choices as people often buy products for their symbolic meanings rather than solely functional purposes. Psychologists and sociologists take different approaches to examining these factors.

Uploaded by

Je Lazana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Jerika Lagman

BSBA MM 3B

1. Provide a definition of consumer behavior.

Consumer behavior is the study of consumers and the processes they use to choose, use or
consume, and dispose of products and services, including consumers’ emotional, mental, and
behavioral responses.

2. What are demographics? Give three examples of demographic characteristics.

Demographics are statistics that describe populations and their characteristics. Demographics
characteristics are age, gender, marital status, family size, income, and/or occupation.

3. What is market segmentation? Give three examples of market segments.

The market segmentation is a marketing term that refers to group of potential consumers into
groups or segments with common needs and who respond similarly to a marketing action. It enables
business enterprises to target different categories of consumers who perceive the full value of
certain products and services differently from one another. The are 4 market segments and these
are Demographic, Psychographic, Behavior and Geographic.

4. What is role theory, and how does it help to understand consumer behavior?

Consumers take on roles as if in a play, complete with props, lines, and costumes. To put on good
performance they consumer what’s necessary to live up to their role. People often take on several
roles.

5. What do we mean by an exchange?

The relationship between the customer also called the buyer and the provider which is the seller
forms through phenomenon called a market exchange. During the exchange process, each party
assesses the relative trade-offs they must make to satisfy their respective needs and wants.

6. Why is it important for businesses to learn about their heavy users?

Heavy users are type of consumers who tend to spend a lot of money on each purchase. They also
buy more frequently. However, they have some shopping patterns which make them challenging for
marketing executives. For example, they are more likely than light and medium users to change
providers and brands.

7. What is “Big Data?”

Big data is used to analyze data points of a customer’s journey from exploration to sale, powering
marketers with tools and knowledge to make more informed decisions.
8. What is popular culture, and how does this concept relate to marketing and consumer
behavior?

Consisting of music, movies, sports, books, celebrities, and other forms of entertainment that
the mass market produces and consumes, is both a product and inspiration for marketers.

9. What do we mean by the term global consumer culture?

Global consumer culture unites people around the world by their common devotion to brand-name
consumer goods, movie stars, celebrities, and leisure activities.

10. Name two different disciplines that study consumer behavior. How would their approaches to
the same issue differ?

Two disciplines that study consumer behavior are psychology and sociology. Psychologists study
consumer behavior from a mental or brain information processing perspective while sociologists
study consumer behavior from a group behavior perspective.

11. This chapter states “people often buy products not for what they do but for what they mean.”
Explain the meaning of this statement and provide an example.

Not to say a product basic function unimportant, but that their roles they play in our lives extend
beyond the tasks they perform. All things equal, we choose the brand whose image is consistent
with our underlying needs.

12. What are the major differences between the positivist and interpretivist paradigms in
consumer research?

Positivists believe society shapes the individual and use quantitative methods, Interpretivists believe
individuals shape society and use qualitative methods. Both Positivism and Interpretivism are two
basic approaches to research methods in sociology.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy